Author(s)

Ying Zou

Corresponding Author

Ying Zou

Abstract

In recent years, with the continuous improvement of new media technologies and services, IP marketing has become a phenomenon-level marketing concept. In order to better adapt to the new development of IP marketing strategies, it is necessary to comprehensively analyze IP marketing in enterprises under the new media environment. The operational characteristics of the strategy, grasping the rules, ultimately provide the necessary conditions for the enterprise to achieve its own marketing purposes and economic benefits.

Keywords

IP marketing; new media; marketing strategy