北京理工大学珠海学院2020届本科生毕业论文 On the New Media Marketing Strategy in the Internet Era by an Analysis of the Brand “Perfect Diary”On the New Media Marketing Strategy in the Internet Era by an Analysis of the Brand “Perfect Diary”AbstractThe development of information technology has made the application of the Internet more extensive, and even changed peoples way of life. With the development of the Internet era, new media marketing has emerged. People began to explore how to use the Internet platform for marketing, which can be seen as a revolution in marketing strategy.The purpose of this thesis is to analyze how to carry out new media marketing in the Internet era. Taking “Perfect Diary” as an example, this paper studies how the enterprise makes use of the marketing of new media and makes the brand successful. First of all, the relevant knowledge of new media marketing will be elaborated. Then, the specific methods of “Perfect Diary” in new media marketing process will be mentioned. In conclusion, new media has a great influence on the society. As an enterprise, it should learn to use the marketing mode of new media to enhance its competitiveness. Only in this way will the enterprise be successful.Keywords: new media marketing, Internet, new media platforms, Perfect Diary 网络时代的新媒体营销策略分析以“完美日记”为例摘 要信息技术的发展使得互联网的应用变得更加广泛了，甚至在一定程度上也改变了人们的生活方式。随着这种时代的发展，新媒体营销也应运而生。人们开始探索如何利用互联网的平台进行营销，这可以看作是营销方略的一场革命。本文的主要目的是分析企业如何在互联网时代下进行新媒体营销。以当红国货美妆品牌“完美日记”为例，研究分析其如何利用新媒体的营销，把品牌成功打造成国人心中的国货之光。首先，阐述新媒体营销的基本概念及其优势；然后，以“完美日记”美妆品牌作为例子，研究其在新媒体营销过程中的具体做法。经过研究分析后，可以得出，新媒体对于社会有着不可小觑的影响，作为企业，要学会利用新媒体营销的模式为自身增强竞争力，以获得更大的利润。 关键词：新媒体营销；互联网；新媒体平台；完美日记IIContentsAbstractI摘 要IIIntroduction11 Overview of New Media Marketing21.1 The Concept of New Media21.2 Characteristics of New Media21.3 The Concept of New Media Marketing32 Advantages of New Media Marketing43 Marketing Channels and Operations of “Perfect Diary”63.1 Operations on Social Platforms63.2 Operations on E-commerce Platforms73.3 Operations on Video Platforms83.4 Operations on Life Sharing Platforms94 Marketing Strategies in New Media Platforms in “Perfect Diary”114.1 Word-of-mouth Marketing114.1.1 The Influence of Stars and KOLs in Marketing114.1.2 Brand Cooperation and Popular Products124.2 Promotions and Hunger Marketing13Conclusion15References16Acknowledgments17IntroductionWith the rapid development of science and technology, we have gradually entered the new media era represented by digital media and network media. New media marketing has gradually become the most important part of modern marketing. Under the influence of the Internet technology, various new media technologies keep emerging. With the emergence of these technologies, there is a significant impact on the marketing model of most enterprises. More and more enterprises begin to pay attention to new media marketing. With the development of information technology, new media has rapidly penetrated into the economy, ideology, culture and other fields. There is no doubt that it is changing peoples lives and the world.With the progress of the Internet era, peoples daily life has undergone remarkable changes. For the traditional marketing enterprises, they are also facing the test of this change. In the era of the Internet, the Internet thinking has become a new marketing model and a new strategy. Enterprises should explore a new way of marketing based on the Internet thinking to enhance market competitiveness. The purpose of this paper is to study how the enterprises make full use of the new media marketing and how they enhance competitiveness in the Internet era. Therefore, this paper mainly takes “Perfect Diary” as an example to study and analyze how it uses new media marketing to stand out among a crowd of brands. Obviously, “Perfect Diary” would not be successful without the new media marketing. In other words, the success of enterprises is inseparable from a good marketing model. 81 Overview of New Media Marketing1.1 The Concept of New MediaMedia refers to the medium that transmits information. More generally, its a platform for propaganda, and those who offer the platform for the transmission of information can be referred to as the media. What is new media? In fact, there is no unified definition of new media. Generally speaking, all media except traditional media are new media.Experts at home and abroad have their own opinions on the definition of new media. In the early days, UNESCO defined new media as network media. With the rapid development of the Internet today, it is obvious that the era of new media has come. It is a media form which use digital technology, network technology, mobile technology, through the Internet, computers, mobile phones and