Research on New Media Marketing Strategy of Guangdong LB Group

DOI: https://doi.org/10.62517/jnme.202510306

Author(s)

Zefeng Ma, Haibo Lin*

Affiliation(s)

Guangdong University of Science and Technology, Dongguan, Guangdong, China *Corresponding author.

Abstract

Against the backdrop of rapid digital economic development and shifting consumer behavior, new media marketing has emerged as a critical lever for enterprises to enhance market competitiveness. This study examines Guangdong LB Group, a leading Chinese FMCG enterprise, to explore optimization pathways for its new media marketing strategy. Integrating PEST macro-environmental analysis with the 4I marketing theory framework (Interest, Interests, Interaction, Individuality), and utilizing literature review and case analysis methodologies, this research identifies core challenges in LB’s new media marketing practice. Findings indicate persistent issues of low traffic conversion efficiency, severe content homogenization, insufficient user stickiness, and inadequate benefit incentives. To address these, the study proposes a systematic optimization strategy system rooted in the 4I framework, aiming to upgrade LB’s market promotion efficacy, elevate consumer brand cognition, drive digital transformation, and fortify competitive advantage, while providing actionable insights for peer enterprises navigating the new media landscape.

Keywords

New Media Marketing; 4I Theory; FMCG Industry; Marketing Strategy

References

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