摘 要
新媒体环境下互联网企业营销模式探析
在当今信息时代下的新媒体环境里，企业营销也随着时代的变化发展到一
个新的高度。企业营销更注重沟通和反馈，甚至认为企业营销和通信已经不可
分割，本研究课题基于网络的新媒体应用，从营销学和经济学角度，对当前新
媒体环境下的网络媒体进行分析。深度探究微博等多个新媒体在营销模式上的
相关性及差异性，充分审视新媒体在营销模式方面的重要特点，论证新媒体的
发展方向，并对其营销模式进行分析和预测，有利于网络新媒体在商业发展方
面的进一步开拓，对传统网络媒体的发展具有实际的指导借鉴价值。

互联网企业作为一种新兴的媒体企业，在一定程度上讲，将成为企业营销
变革的典型。在新媒体环境下，互联网企业的营销将如何传播？营销传播方式
对以前的传统企业营销传播存在哪些变革？在这样的现实的背景下，互联网企
业的企业营销传播的现实特点以及存在的不足和困境，对于我们在理论上做进
一步的研究是非常必要的。而本文正是从营销学和经济学角度，对当前新媒体
环境下的互联网企业营销模式进行分析，并以新媒体环境下互联网企业微博营
销作为典型案例，介绍、分析和总结当代正在处于困境中的互联网企业，要更
加重视企业营销新模式的探究，只有运用适合互联网企业自身发展的营销模式，
并与传统营销模式相结合，才能整合成一股强大的力量，使互联网企业在新的
媒体环境下拥有更加强大的竞争力。

关键词：
新媒体环境，互联网，企业营销，微博营销
Abstract
Research on Marketing Modes of Internet Enterprises Under the
Environment of New Media
In present information age, under the new media environment, business
marketing has developed into a new height while changing with the ages. Enterprises
is paying more attention to communication and feedback, even consider that business
marketing and communication are inseparable aspects. This study is based on online
application of new media, from marketing and economics perspectives, analyzes the
new media environment of the network media. Exploring micro-blog and many other
new media in dept in the marketing model of the correlation and difference, to fully
examine the new media in the marketing modes of the important characteristics of
new media development, demonstration, and on its modes of marketing analysis and
forecasting, in favor of network new media in the commercial development of further
development, the development of the traditional network the media has practical and
referential value.
Internet companies, as new media enterprises, to a certain extent, will become
the model of business marketing innovation. Under the new media environment, how
will Internet marketing transmit In how many ways of marketing communications
will the traditional enterprise marketing dissemination change In the practical
context, realistic characteristics and shortcomings and difficulties facing internet
enterprise marketing dissemination are necessary for us to do further research on a
theoretical basis.This article, from the marketing and economics perspectives, analyze
the new media environment of the network media. Taking micro-blog marketing
under new media environment as typical case, introduce, analyze and summarize
internet enterprises that are struggling in dilemmas, which should pay more attention
to exploration of new marketing modes. Only by utilizing a marketing tool that suits
。。。