回力老品牌的新媒体营销策略研究【摘要】随着网络信息技术的发展，新媒体逐渐成为人们接受营销信息的主要形式。人们从被动接受信息到向主动发展，因此传统营销已经无法满足品牌营销推广的需要，老品牌必须具备新媒体营销的能力才能在新时代中得到更好的发展。本文首先介绍了新媒体营销的定义，分析了新媒体营销与传统营销的区别。以回力为研究对象，分析其在新媒体营销策略的现状，发现其存在互动及品牌定位方面存在问题，从塑造形象、营销内容、整合协调多种营销、品牌定位、互动等方面上提出优化对策。【关键词】新媒体营销；营销策略；回力 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。Research on New Media Marketing Strategy of Warrior Old Brand[Abstract]With the development of network information technology, new media has gradually become the main form for people to accept marketing information. People from passive acceptance of information to active development, so traditional marketing has been unable to meet the needs of brand marketing promotion, old brands must have the ability of new media marketing in order to get better development in the new era. This paper first introduces the definition of new media marketing and analyzes the difference between new media marketing and traditional marketing. Taking Warrior as the research object, this paper analyzes the current situation of new media marketing strategy, finds out that there are problems in its interaction and brand positioning, and puts forward the optimization countermeasures from the aspects of shaping image, marketing content, integrating and coordinating various marketing, brand positioning, interaction and so on.[Keywords]New media marketing Marketing strategy Warrior目 录1 概论............................................................................................................................31.1 背景........................
