广西南方黑芝麻公司新媒体营销策略优化研究

Research on the Optimization of New Media Marketing Strategies for Guangxi Nanfang Black Sesame Company

摘要: 随着新媒体技术的快速发展，传统食品企业面临营销模式转型升级的迫切需求。本文以广西南方黑芝麻公司为研究对象，聚焦其新媒体营销策略优化问题，旨在为同类企业提供理论与实践参考。研究基于文献分析法、案例研究法、定性分析法及SWOT分析模型等，系统梳理企业新媒体营销现状及内外部环境，发现其存在营销理念保守、产品特点不突出、营销方式单一、资金与内容投入不足、线上互动机制缺失等问题。结合4I营销理论，提出针对性优化建议：一是通过用户画像与精准推送强化个性化营销理念；二是运用短视频、直播等多元化形式提升营销趣味性；三是加大内容创作与场景化营销投入以凸显产品利益价值；四是构建用户反馈闭环与社群运营机制增强互动性。研究表明，基于4I理论的新媒体营销策略能够有效提升企业品牌传播力与市场竞争力，研究结论对传统食品企业数字化转型具有实践启示，同时为新媒体营销领域研究补充了本土化案例。

Abstract: With the rapid development of new media technologies, traditional food enterprises are under urgent pressure to transform their marketing models. This study uses Guangxi Nanfang Black Sesame Company as a case to explore how to optimize its new media marketing strategies, aiming to offer theoretical and practical insights for similar firms. Through methods like literature analysis, case studies, qualitative analysis, and the SWOT model, it examines the company’s new media marketing status and its internal and external environment. The study identifies several issues, including an outdated marketing mindset, lack of product feature emphasis, single marketing approach, insufficient funding and content investment, and no online interaction mechanism. Based on the 4I marketing theory, the study suggests four solutions. First, using user profiling and targeted recommendation to strengthen personalized marketing. Second, adopting diverse formats like short videos and live streaming to boost marketing fun. Third, increasing investment in content creation and scenario-based marketing to highlight product benefits. Fourth, building a user feedback loop and community operation mechanism to improve interactivity. The findings indicate that these 4I-based strategies can effectively enhance brand communication and market competitiveness, offering practical guidance for traditional food enterprises’ digital transformation and adding a local case to new media marketing research.