Research on the Brand Marketing of the Enterprise under the 
New Media Era

Yijing Huang

doi:10.18686/modern-management-forum.v7i3.7954

Research on the Brand Marketing of the Enterprise under the New Media Era

Yijing Huang

Abstract

In the continuous transformation and development of China’s e-commerce industry, it has been in the forefront of the world,
but also brings great competitive pressure. In the face of the market environment where the cost of online traffi c is soaring and the traffi c
conversion rate is declining, how to seize a place in the limited traffi c has become a problem faced by every enterprise. With the arrival
of the new media era, online celebrities with their own traffic have given enterprises new opportunities, so more and more enterprises
are seeking to cooperate with online celebrities. Based on this, this paper focuses on the impact of online celebrity on enterprise brand
marketing, expounds the problems in the process of brand marketing with online celebrity and puts forward corresponding solutions, so as to
help enterprises better use the power of online celebrity to create a new model of brand marketing.

Keywords

New media; Brand marketing; Online celebrities

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i3.7954

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