Research On Marketing Innovation In New Media Environment

The development of technology resulting in a new form of media, the internet、the mobile terminals、digital TV and outdoor media, that different from the traditional media. These different forms of new media constitute the new media environment together, deeply changed people’s living environment and lifestyle, thereby changing marketing environment. In the case of these changes, the marketing approach of enterprises is bound to be changed. In this paper, I adopt Xiaomi phone as an example to analyze its innovative marketing combined with the market environment and the medium environment.The technological progress achieves a smart mobile device, the smart phone. The Apple set off a wave of intelligent terminals, as the world’s largest mobile phone market, China is undergoing a fierce competition between global mobile phone manufacturers in its domestic market. Xiaomi phone was exactly born in the market conditions. Xiaomi was founded in Apr.2010 and entered the smart phone industry in the following year. In the ensuing three years, Xiaomi became the world’s third largest mobile phone manufacturer just behind Apple and Samsung. Along with rise of the Internet, China has grown up a number of innovative enterprises, Xiaomi is the representative among them.This paper use methods of literature reading、data published by internet、theoretical analysis and empirical analysis to study the marketing of Xiaomi and get the final conclusion. This paper is divided into four parts. The first part is an introduction, the background and literature review leads to the contents of this research, the research ideas and purposes. The second part focuses on the reasons for changes in the marketing environment, specific performance and the impact, as the foundation of the following analysis for the innovation of Xiaomi. The third part use theories of social network, fan culture and the "share" behavioral to probe the marketing strategies of social media marketing, fans marketing and hunger marketing and trying to explore an effective way of Internet marketing, as a reference for other companies.Internet has been to create a variety of miracles, Xiaomi is one of the miracles in the commercial areas. Faced with the changing environment, Xiaomi, at the premise of a clear understanding of the market and an accurate estimate of the strength of itself, transformed the traditional marketing mod to use the internet for innovative marketing and designed a new marketing program which finally successfully implemented. Xiaomi applied the advanced internet ventures instead of rigidly adhere to conventional market experience, which is the essence of Xiaomi’s marketing innovation.