Research on Marketing Strategy Innovation of Xi’an Small and Medium-sized Private Enterprises in New Media Era

Abstract

With the rapid development of new media, new media applications have penetrated into all aspects of business. For private SMEs, in the new media era, how to meet the needs of enterprise development and promote the innovation of marketing strategy is very important. By using the research methods of literature, questionnaire investigation and interview, this paper discusses the impact of new media on enterprise marketing, analyzes the current situation and existing problems of marketing of private small and medium-sized enterprises in Xi'an. In the end, suggestions to the marketing strategy innovation of private SMEs in Xi'an are put forward in the thesis, which intends to provide some references to marketing innovation of local private SMEs.