摘 要随着我国互联网技术的不断发展,互联网给人们的生活和工作带来了翻天覆地的变化,在互联网时代下,传统的营销理念和传统营销方式都发生了重大的改变。在这样的媒介环境下，传统日化品牌如何摆脱传统束缚走进年轻群体生活成为问题。本文以六神花露水为例，分析其新媒体营销现状及创新内容，为传统日化品牌走出营销困境提供了可借鉴的新思路、新方法。关键词：新媒体；营销策略；六神花露水 IAbstractWith the continuous development of Internet technology in China, the Internet has brought earth-shaking changes to people's life and work. In the Internet era, traditional marketing concepts and traditional marketing methods have undergone major changes.In such a media environment, how to get rid of traditional Japanese brands into the lives of young groups has become a problem.And the new media marketing strategy of liushen toilet water provides new ideas and methods for the traditional daily chemical brands to get out of the dilemma.Keywords: new media；marketing strategy；Liushen toilet waterII目 录1 引 言......................................................11.1 研究背景及意义..............................................11.2 国内外研究现状..............................................21.3 研究方法....................................................32 新媒体营销....................................................42.1 基本概念....................................................42.2 新媒体营销的优势............................................43 六神花露水 SWOT 分析...........................................53.1 优势........................................................53.2 劣势........................................................63.3 机会........................................................63.4 威胁........................................................74 六神花露水的新媒体创新营销策略................................84.1 六神+怀旧...................................................84...
