| With the development of network information technology, the media tools upgrade. On the background of the new era, the new marketing mode also needs to be applicable for extend of enterprise products, the spread of brand, the promotion activities. There are some disadvantages of traditional media those are high cost, spreading slowly, sophisticated information processing and bad information feedback. Adapting to the various marketing demand on the market cannot make it by means of traditional media. The emergence of new media and social networking tools, like the Internet, mobile phone, micro-blog, wechat, micro film, micro website, make the whole society to enter a new era which is "micro" era. Mode of production in the society and all aspects of people’s life have an unprecedented change. Enterprises should also conform to the development trend of new media. Through the use of new media platform, enterprises can take the corresponding micro-marketing strategy to satisfy the need of consumers and achieve its own interests.With the arrival of "micro" era, the way of people’s social communication has changed dramatically. People have experienced several stages, from "the TV fans" to "the network fans", from "the network fans" to "the phone fans" which are also called "phubber". People need not go outside and earn income via operating online store at home. Make a click of phone, people can enjoy booking diner or the room service. People seem to earn a living, only depending on the network and the mobile phone. With social media tools update, the enterprise marketing mode should be changed, for meeting the diverse and increasing demand of media. The new way of marketing also gradually comes into the line of people’s sight. They are micro-blog marketing, wechat marketing, renren marketing, micro film marketing, and so on. They provide convenient channel to attain ad information, product information and other information for consumers. At the same time, they offer a new idea for enterprises to open up new marketing mode.This paper overviews the concept, classification, characteristics of new media and other related theory. It has an analysis of the trend of new media and marketing environment characteristics under the trend of new media. Characteristics are gradually weak of traditional marketing and the urgency of micro-marketing. The forms, features and advantages of micro-marketing under the trend of new media are summarized in this paper. Relative to the shortage of traditional marketing in the aspect of resource utilization, consumer convenience, the marketing effect and so on, micro-marketing under the trend of new media has many merits. They are low cost, fast speed, high yield, variety and convenience, etc. On the basis of media environment situation current enterprise faced, this paper put forward relevant micro-marketing strategy. The purpose is to make enterprises go on an expedition in the battlefield of micro-marketing, and to win the competitive advantage. Meanwhile, it does a detailed explanation on specific implementation and successful application of micro-marketing strategy for enterprise.On the background of micro era, enterprises will be involved in micro-marketing battlefield sooner or later. The micro-marketing war in the future is bound to come. If enterprises know current trend of new media, and master newest micro-marketing strategy and its application, they will certainly win the competitive advantage in the coming marketing battlefield. In the future, it is difficult for some enterprises to meet the demand of consumers under the trend of new media. Because they do not know of micro-marketing, it’s too hard to put micro-marketing to use. They don’t meet the needs of market development. If things go on like this, the society will knock them out. Therefore, with a view to the micro-marketing situation, customer demand and the enterprises’ own survival, the implementation of micro-marketing strategy has been imminent. |
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