New Media Marketing Research Based On The Internet Age

Since entering the 21st century, with the advances in technology area, new media and its industry has grown rapidly.The boundaries between the various media has become increasingly blurred, we have entered a "media convergence" era. In the context of media convergence, a lot of new media industry has developed at unimaginable speed. On the one hand, new media competition at the media market has changed the traditional media ecology and led to a overwhelming multi-industrial revolution. Along with this, relevant industries also will change, transform and integrate, such as software service providers, equipment providers, telecommute operators strategic planning and developing, publishers and other print media. On the other hand, new media technologies under social networking sites, such as micro-blogging, social media letters appearance constantly changing people’s way of thinking and way of life,meanwhile marketing also occurred great change. Therefore, in the new media age, that how to transform marketing ideas, how to conduct marketing, and how to gain a foothold in a broad market space, have become urgent problems to be solved. Xiaomi phone in the new media age uses the Internet thinking rooted in its marketing process, relying on the Internet, Xiaomi fans and other key elements out of a unique and successful marketing.In this paper, based on the Internet age, the Xiaomi phone’s new media marketing research will be mainly recounted in five parts. The first part is the background of Xiaomi phone’s new media marketing, with research purpose, content and articles innovations introduced; second part of the literature reviews from the research status, new media features, and new media marketing. The third part introduces the different points of new media marketing concepts, characteristics of traditional media and new media. The fourth part is the use of marketing PEST, Michael Porter five forces model, SWOT theoretical analysis in millet phone’s marketing environment, marketing itself and its effectiveness. The fifth part is a summary of the entire article. This paper aims to study new media marketing through Xiaomi phone’s, pointed out unique Xiaomi mobile marketing, and provide a reference for other companies in new media marketing.