Research on the Application and Development of New Media Marketing in the Plant Protection UAV Industry under the Background of Digital Economy

在当前蓬勃发展的数字经济背景下，新媒体营销已逐渐成为植保无人机行业推广企业及产品、提升市场竞争度的重要手段。针对新媒体营销在植保无人机行业的应用发展现状进行了探讨，分析了植保无人机企业在新媒体营销中面临了市场认知度不足、多渠道整合不足、内容同质化严重、专业人才短缺等问题。论文以大疆创新为案例，深入分析了大疆在多平台布局及差异化内容的展示、与线下多渠道联动营销深化用户连接以及完善的人才培养及引入体系等成功经验，并提出了加强市场教育与品牌建设、整合营销渠道、提升内容质量与创新能力、专业人才培养与引进等建议。未来，植保无人机企业应多管齐下，充分利用新媒体营销的优势，在数字经济浪潮下扩大企业竞争力及品牌影响力。In the current booming digital economy, new media marketing has gradually become an important means for promoting enterprises and products in the crop protection drone industry, and enhancing market competitiveness. This article discusses the current development status of new media marketing in the field of crop protection drones, and analyzes the problems that crop protection drone enterprises face in new media marketing, such as insufficient market awareness, lack of multi-channel integration, serious content homogenization, and shortage of professional talents. The paper takes DJI Innovation as a case study, deeply analyzes DJI’s successful experience in multi-platform layout and differentiated content display, deepening user connection with offline multi-channel linkage marketing, and improving talent cultivation and introduction system. Suggestions are put forward to strengthen market education and brand building, integrate marketing channels, improve content quality and innovation ability, and cultivate and introduce professional talents. In the future, agricultural drone companies should take multiple measures and fully utilize the advantages of new media marketing to expand their competitiveness and brand influence in the wave of digital economy.