The Research On Mobile Media’s Communication And Marketing Strategy Under We Media Era Of China

In2013, China has been fully implementing the3G network and began to carry out4G network, the Mobile Internet has become an important part of Internet development. New technology makes the intelligent mobile terminal access to the Internet more convenient, the We Media era has come that all can become the disseminator of the media. Smart phones, as the representative of the intelligent mobile device and the carrier of the new media, it has become normal for people to use mobile phones for information transmission and communication. Mobile phone has become indispensable in people’s lives, the development of mobile media as the fifth media are also popular. But marketing model of mobile phone media did not keep pace with the development of the mobile phone.This Paper first elaborates the research background, puts forward the research purpose and research value, the summarizes the research contents and the research methods. And then summarizes the relative concepts of the We Media, We Media era, and mobile media, reviews on the literature the communication and marketing of the mobile media, as to lay a theoretical basis for the full text. After that, it summaries the communication characteristics, features and patternsof mobile media.Finally, the paper puts forward the marketing strategy of mobile media, by introducing the basic theory of marketing strategy, analyzing the characteristics of mobile media users, analyzing of mobile media service products, putting forward the marketing strategy of mobile media industry, including entertainment marketingstrategy, customization service marketingstrategy, customer relationship marketingstrategy, experience marketing strategy, integrated marketing communications strategy, etc.This paper is supported by communication and marketing theory. It explores the marketing strategy of mobile mediafrom the angle of the mobile phone media characteristics, which playing a supplementary role on the research of marketing and the communication of mobile media, and also has a certain practical significance to the healthy development of the mobile media industry. Mobile media practitioners can’t just copy the past experience, they need to combine the characteristic of mobile media as well as the opportunities brought about by the4G era, push the mobile media operations on track and build own marketing model of the mobile media.