Research on Brand Marketing Strategy of Small and Medium-sized Enterprises in New Media Environment
Abstract
This study examines challenges in brand marketing for SMEs, including ambiguous positioning, limited distribution channels, and
insufficient customer engagement, within the new media landscape. By integrating strategic dimensions such as conceptual innovation, precise
market positioning, channel optimization, talent development, and data-driven approaches, the paper proposes targeted strategies to empower
SMEs in leveraging new media advantages to strengthen brand influence and achieve sustainable growth.
insufficient customer engagement, within the new media landscape. By integrating strategic dimensions such as conceptual innovation, precise
market positioning, channel optimization, talent development, and data-driven approaches, the paper proposes targeted strategies to empower
SMEs in leveraging new media advantages to strengthen brand influence and achieve sustainable growth.
Keywords
New media environment; Small and medium-sized enterprises; Brand marketing; Marketing strategy
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DOI: http://dx.doi.org/10.70711/aitr.v3i3.8046
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