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摘要近年来，新媒体已经逐渐体现出它在传播方面的巨大威力，它的发展迅速、覆盖率高、增量庞大，使整个网络媒体进入了一个新的媒体时代。随着这些媒体环境的变化，消费者在购物方式、接收和处理信息等一系列的生活习惯也发生了根本性的改变，人人参与的传播方式的确已经改变了人们对于媒体的认识。企业究竟如何利用各种新的传播方式进行营销、规避风险、建立品牌，是如今新媒体时代企业面临的重要课题。4489
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本文通过对新东方的案例分析，主要探讨新媒体的整合营销传播策略，使我能够理清新媒体营销在整个企业的营销体系中将会占有怎样的地位，将会走向何方，会在近几年内取得怎样的成就和发展，会为当今企业带来怎样的变化。因此，研究企业新媒体营销具有一定的理论意义和较强的现实意义，有助于我国企业在动态发展的经营环境中捕捉机遇、开放创新，增强竞争优势。
关键词：新媒体整合营销；新东方；企业营销
The Analysis of the Marketing Strategy Based on the New Media of New Oriental Education
Abstract
In recent years, new media has gradually showed its tremendous power in the function of communications and its rapid growth as well as great increase leads the whole internet media to a new era. With the change of those media environment, a fundamental change has happened in the shopping habits and life style of customers such as how to receiving and dealing with information, consequently, the communication method with everyone’s participation, has exactly changed people’s recognition about the media. How enterprises can make use of various communication methods on earth in order to carry out marketing, avoid venture and build their brands is the important topic for all the enterprises in the era of new media.
The paper mainly explores the strategy of the integrated marketing communications of new media through the analysis of the case of New Oriental Education, which makes the readers fully recognize the role of new media in the whole marketing system of the enterprises, its further development and potential achievement in the following years and the change it will bring to the contemporary enterprises. Therefore, the exploration of the new media marketing of enterprises not only has both the great theoretical and practical significance but also can help the enterprises of our country to seize the opportunity, open to innovation and sharp theircompetitive edges in the dynamically developing business environment.
KeyWords：Integrated marketing；New Oriental Education；The enterprise marketing
目 录
一、 绪论 1
（一） 研究目的和意义 1
（二） 研究现状和发展趋势 2
（三） 研究方法及基本论点 3
1、 研究方法 3
2、 基本论点 3
（四） 研究企业的介绍 3
（五） 研究框架 4
二、 传统营销及新媒体营销的联系 4
（一） 传统营销的概念 4
（二） 新媒体营销的概念 5
1、 新媒体营销的含义和特征 5
2、 新媒体营销与传统媒体的差异 6
3、 新媒体营销存在的问题 7
（三） 整合营销的概念 7
1、 新媒体环境为整合营销传播带来的挑战 8
2、 新媒体环境为整合营销传播带来的机遇 8
三、 案例分析——新东方利用新媒体的效率 9