Identification of New Media Marketing Dilemmas and Exploration of Innovative Countermeasures in E-commerce
Peng Wei  Baoyuan Li

Henan Vocational College of Water Conservancy and Environment, Zhengzhou City  Henan Province, 450000；

Abstract：Amidst the rapid development of digital technologies and the internet, new media marketing has emerged as a core driver of innovation in e-commerce, leveraging its advantages such as rapid dissemination and strong interactivity. However, its deep integration with e-commerce faces multiple challenges, including difficulties in evaluating marketing effectiveness, information overload leading to fragmented user attention, trust crises caused by false information, imperfect laws and regulatory systems, and a shortage of professional talent. This review systematically examines the theoretical foundations of new media marketing and its current applications in e-commerce, incorporating case studies such as Douyin E-commerce to analyze the root causes of these challenges from corporate, industrial, and governmental perspectives. Research indicates that these issues can be effectively addressed by establishing scientific evaluation systems, innovating marketing approaches through "content + technology + model" integration, implementing end-to-end information review mechanisms, improving multi-dimensional regulatory frameworks, and enhancing talent cultivation. Future research should further explore cutting-edge areas such as the convergence of emerging technologies, consumer behavior insights, and cross-border marketing regulation, providing both theoretical foundations and practical pathways for the synergistic development of new media marketing and e-commerce.

Keywords: new media marketing, e-commerce, innovative countermeasures

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