本文主要研究内容分为以下三个部分：第一部分，新媒体环境及其对互联网企业营销传播的影响。

The content of this article contains following three parts: the first part is that, the new media environment and its impact on the marketing communication of Internet enterprise.

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在这个广告泛滥的环境下，品牌代言人因其“名人效应”以及使品牌更加个性化和人性化等特征成为深受企业欢迎的营销传播手段。

In the environment of advertising overflow, brand spokesperson, who can make brand individuation and humanness, has become an important means of marketing communication.

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这一部分着重研究新媒体环境下，互联网企业的竞争格局、新兴互联网企业的成长盈利模式以及它们的营销传播模式。

In this part, we focus on the competitive patterns, growth models, profiting models and their marketing communication models of the Internet enterprise in new media environment.

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