Research On The Medium Product Marketing Based On The Crowdfunding Thinking

Under the new media environment, many issues are urging the medium product marketing model to innovate, such as the loss of audience, the shortage of funds, the increase of production costs, the homogenization of media products, and so on. At the same time, the crowdfunding thinking emphasized on user-centered concept is increasingly respected by the public, which has formed a new marketing operation model to some extent and has a direct impact on the traditional environment of business. Without a doubt, the transformation of the medium product marketing and the emergence of the marketing model is worthy of academic and industry research. Not only is it a bold attempt to innovation that to introduce the crowdfunding thinking to the media industry, but also it has spawned the medium product marketing based on the crowdfunding thinking.The medium product marketing based on the crowdfunding thinking is the result of the media industry structural adjustment and industrial transformation, and promotes the deepening of them in turn. As it is, whether in the form of product exposure taken the fund as the point of entry, or consumer interaction taken the content as the point of entry, or spreading sponsor taken the channel as the point of entry, three main models of the medium product marketing based on the crowdfunding thinking have played a role in showing, experiencing, interaction and so on. And the user are also transformed into personalized consumers, content producers, channels contributors and the auxiliary marketers. In addition, The medium product marketing based on the crowdfunding thinking can not only effectively resolve the bottlenecks of fund, content, channels and other things, but also make use of the terminal advantages and powerful data analysis capabilities of the new media to promote the realization of the medium product marketing. However, The medium product marketing based on the crowdfunding thinking is still in its formative years. Although it has obtained certain effect, there are limitations. Aiming at a series of problems to be solved, in the process of the medium product marketing by using the crowdfunding thinking, on the one hand, the project parties should pay attention to the quality of media products, on the other hand, the users also need to strengthen their media literacy, as well as to build a good credit mechanism and strengthen the control and supervision, in order to ensure The medium product marketing based on the crowdfunding thinking orderly development.