Innovative Development of Enterprise New Media Communication Path in Mobile Internet Environment

Abstract

In the Internet context, traditional media have gone online, and corporate new media urgently need to find a new communication direction. Establishing an innovative media communication path for enterprises in the mobile internet environment through innovative development. The decision-making optimization of corporate new media communication is based on the core objectives of minimizing the promotion cost of implanted online ads and maximizing the communication efficiency of implanted online ads. The multi-objective particle swarm optimization algorithm is used to construct the optimal decision-making model of media selection for corporate implantable online advertising, obtain the optimal solution of the model according to the objective function, and analyze the example of a corporate new media communication path. The results show that: guidance support (X4), basic positioning (X5), future layout (X6), and driving force (X1) have a significant positive influence on media functionality (Y2), and their explanatory power for implantable advertising functionality is 13.1%, 4.2%, 3.7% and 2.9% respectively, and implantable advertising functionality will become the key path of enterprise business expansion and operation mode, and functional differentiation also will become one of their competitiveness. The goal of this study is to combine new media marketing and traditional marketing to achieve complementary advantages and maximize the communication effectiveness of enterprises.