新兴快消品牌快速成长的新媒体营销模式研究

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中图分类号：F713.36 文献标志码：A

Research on New Media Marketing Models for the Rapid Growth of Emerging Fast-Moving Consumer Goods Brands

LIU Xiaojuan SHI Yinghang CHENLu （Shanghai University of Intemational Business and Economics， Shanghai 2Ol62O，China）

Abstractd： during the development of brand new media marketing，a large number of emerging brands have been established and achieved remarkable success，among which fast-moving consumer goods （FMCG） brands stand out. The new media era has provided unprecedente：d opportunities for the creation and development of these emerging FMCG brands.With the help of new media marketing，emerging FMCG brands can enter the market at a relatively low cost and quickly build a user base，establish brand image，gain widespread atention and support in a short period of time，and achieve rapid business growth through diverse marketing tools.In view of this，this study focuses on the rapid growth paterns of emerging FMCG brands within the new media environment， aiming to provide theoretical support and practical guidance for related fields by conducting an in-depth analysis of their new media marketing strategies.The research adopts methods including literature analysis， case study，comparative analysis，and questionnaire surveys. Through a systematic analysis of the new media marketing models of three representative cases-Perfect Diary，Yuanqi Forest，and BAHU Inside-the study identifies four key common characteristics： precise market positioning and diferentiated brand storyteling，data-driven full-chain closed-loop operations，layered cross-platform content ecosystem management，and cultural symbol construction combined with long-term value accumulation. These features work together not only to help brands create cognitive diferentiation in a highly competitive market，but also to establish deep emotional resonance with target consumers through the transmission of shared values.

Key Words： emerging FMCG brands; new media marketing model; Perfect Diary; Yuanqi Forest; Jiao Nei

当品牌从传统媒体广告投放转向借助新媒体工具构建自有传播渠道并主动发声，一个以“新媒体营销”为主导的时代已经来临。（剩余15228字）