Author(s)

Li Huining

Corresponding Author

Li Huining

Abstract

The development of the mobile Internet has incubated a new form of media, new media, and has completely changed the way and form of people's access to information. In this context, enterprises are gradually realizing that new media is becoming another important marketing channel after TV media. As the world's leading daily chemical brand, Unilever's brand marketing and development are exemplary in the industry. In the era of new media, Unilever has further made full use of many characteristics of new media, successfully developed brand marketing channels, and implemented a series of brand marketing strategies based on it. Taking Unilever as an example, this paper hopes to provide lessons for the marketing planning of daily chemical fast-moving consumer goods (FMCG) brands in the new media environment through research on its new media brand marketing planning and provide certain concepts and practical support for other brands in the same industry.

Keywords

New Media; Daily Chemical FMCG Brand; Brand Marketing Planning; Unilever