新媒体推动着传统商业模式产生变革，在这当中变化最大的是产品营销的策略以及渠道，这对于企业营销而言是尤为关键的。所以企业该怎样结合自身产品的特点以及市场的变化趋势来敲定能起到良好作用的新媒体营销策略，成为了目前企业亟需解决的现实问题。在这样的背景下，本文选择JML饮品公司作为案例展开研究，在调查和分析了当前新媒体营销现状的前提下，利用文献研究法、案例分析法以及问卷调查等方式对该公司新媒体营销的特点与问题展开了研讨，希望能够让企业在确定新媒体营销策略时有所参考。

本文通过收集相关资料文献，对目前国内外新媒体营销的发展现状进行了梳理和总结。首先对新媒体营销的定义、特点、类型等相关理论及研究成果进行了归纳分析；其次，将本文的研究对象JML饮品公司的发展历程、基本情况以及营销状况进行了介绍，借助PEST分析工具、波特五力模型以及SWOT分析工具对公司的宏观环境、行业竞争环境以及内部环境展开了研究，分析得出了JML饮品公司在实施新媒体营销过程中所具备的优势及面对的威胁；再次，基于SICAS模型设计了消费者调查问卷，对JML饮品公司的新媒体营销效果展开调研，根据调研结果探寻公司在新媒体营销当中出现的问题与不足；最后，针对JML饮品公司新媒体营销问题，提出针对性的优化措施和保障措施。

研究发现：（1）通过对消费者开展基于SICAS模型的问卷调查，发现JML饮品公司的新媒体营销存在品牌传播形式未有效结合新媒体、新媒体传播内容不够丰富、缺乏和消费者有效的新媒体连接以及消费者需求没有得到充分满足等问题，这些问题的存在严重限制了JML饮品公司新媒体营销的效果，亟待予以解决；（2）针对JML饮品公司在新媒体营销方面所出现的不足之处提出了针对性的优化措施。首先，要设计和管理多媒体整合营销，做到媒体协作和实施整合营销传播；其次，要提升品牌营销内容价值，软化新闻信息内容，提升报道权威性，迎合受众阅读趣味，推送贴近受众生活的文章，巧借社会热点，提升文章内容趣味性；再次，要针对不同受众采取不同发布消息的方案，为企业树立良好品牌形象，提高受众对品牌的亲近感，保持消费者对品牌的忠诚度；（3）为了确保JML饮品公司优化后的新媒体营销策略得以有效落实，从加深对新媒体营销的认识、营销人员培训计划、重视产品研发和推广以及紧跟时代步伐，持续关注快消品行业B2B发展等方面提出了针对性的保障措施。文章的研究内容有助于JML饮品公司新媒体营销策略的不断优化，形成健全的营销体系，从而不断提升竞争实力、扩大市场占有率，并最终实现盈利的目的。

The new media promotes the transformation of traditional business model, in which the biggest change is the strategy and channel of product marketing, which is particularly critical for enterprise marketing. Therefore, how to combine the characteristics of their own products and the changing trend of the market to determine the new media marketing strategy which can play a good role has become an urgent problem to be solved. In this context, this paper selects JML beverage company as a case study. On the premise of understanding the current research results of new media marketing, this paper uses literature research method, case analysis method and questionnaire survey to discuss the characteristics and problems of new media marketing, hoping to provide reference for enterprises in determining new media marketing strategy.

This paper collects relevant materials and literature, and summarizes domestic and foreign research results on the issue of new media marketing. Firstly, a series of theoretical research achievements such as the definition, characteristics and types of new media are introduced. Second, will the development of the research object of this article JML drinks company, introduces the basic situation and marketing status, with the tools of PEST analysis, porter five model and SWOT analysis tools for the company's macro environment, industry competition environment and internal environment for research, summed up the JML beverage company in the process of implementation of the new media marketing has the advantages of and facing threats; Thirdly, consumer questionnaires were designed based on SICAS model to investigate the marketing effect of new media of JML Beverage Company. According to the marketing survey results, defects in new media marketing were explored. Finally, aiming at the new media marketing problems of JML Beverage company, the optimization measures and safeguard measures are proposed.

Study found that: (1) Through to the consumer to carry out the model based on SICAS questionnaire, found that JML drinks brand of existence of the company's new media marketing communication forms effectively combine the new media, new media content not rich enough, the lack of effective connection and new media and consumers have not been fully meet the consumer demand, the existence of these problems seriously limits the JML drink the effect of the new media marketing company, need to be resolved; (2) Aiming at the defects in new media marketing of JML Beverage Company, targeted optimization measures are proposed. First, multimedia integrated marketing should be designed and managed to achieve media cooperation and implement integrated marketing communication. Secondly, the content value of brand marketing should be improved, news information content should be softened, report authority should be improved, audience's interest in reading should be caters to, articles close to audience's life should be pushed, social hot spots should be skillfully used to make article content more interesting. Thirdly, different news release schemes should be adopted for different audiences to establish a good brand image for the enterprise, improve the audience's affinity to the brand, and maintain consumers' loyalty to the brand. (3) In order to ensure the effective implementation of the optimized new media marketing strategy of JML Beverage Company, targeted safeguard measures are proposed from the aspects of deepening the understanding of new media marketing, marketing personnel training plan, attaching importance to product research and development and promotion, keeping pace with the times, and continuing to pay attention to the B2B development of FMCG industry. The research content of this paper is conducive to the continuous optimization of new media marketing strategy of JML Beverage Company, the formation of a sound marketing system, so as to continuously improve the competitive strength, expand the market share, and ultimately achieve the purpose of profit.