Research On Word Of Mouth Marketing Under New Media Environment

New media era, which is advanced in communication speed, propagation and traceability, brings a good condition for word of mouth marketing. Internet, cell phone media and other sort of communication method make people express their thoughts and discussing topics more freely, and becoming the main tools for people communication. The public began to realize the huge opportunities in new media by forums, Tieba, Weibo, Weixin. Compare to the traditional marketing environment which based on old-typed word of mouth marketing, it is in need of adding some method which contains the characteristics of new media under the new marketing environment.This essay started in the basic concept of word of mouth marketing, summarized the main characteristics of the new media. By the study of the changing of the environment under the new media era’s booming, the distinguish features of the marketing environment are becoming more interaction and accurate can be approaching. At the same time, it contrastive analyzed the differences in the target products and the marketing method of the word of mouth marketing under the new media atmosphere and the traditional condition, summarized the advantages of the word of mouth marketing under the new media times, gave the strategy and mentioned the caution questions on the word of mouth marketing under the new media era.