The Trend And Value Of New Media In China In The Next 10 Years

< p > > a href= "http://sjfzxm.com/news/index_s.asp" > < /a > 10 years (2014-2024 years). The Chinese consumer structure is undergoing tremendous changes. The mainstream consumer groups in China will be 80, 90 or even 00. This group has 500 million people in China.

Today, if an enterprise takes this consumer group, it can be said that it has grasped the most important consumption force in the next 10 years.

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< p > in a recent survey on the situation of audio-visual media in the 1980s and 1990s, (2013), more than 40% of the 80's and 90's audiences said they hardly watched TV. About 25% of the 80's and 90's viewers watched TV once more than 3 days. Only a small number of post-80s would watch TV every day and their favorite shows.

Although these data need further verification, there is an indisputable fact that the influence of TV on locking and covering these 80 post-90s groups is weakening, followed by new media or all kinds of social media based on Internet and mobile Internet, and it is having a profound impact on the post-80s generation, especially the post-90s group.

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< p > the new media mainly refers to the digital media, including social media and I-pad based on the Internet and mobile Internet smart phones, as well as outdoor LCD TV media.

To fully understand the impact and value of new media and social media, we need to start with the analysis of the causes of new media and social media.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > first < /a >, an important aspect of the change of consumers under the Internet and mobile Internet is the change of media contact time and mode.

Internet and mobile applications have changed the way people live, work, play and study. In the consumer's life clock, apart from watching TV, reading newspapers, shopping and traveling, traditional lifestyles such as receiving mail, searching information, forums, writing Blog, sending text messages, micro-blog, WeChat and online pactions have become the life link and way of consumers.

The development of new media has led to the increasing diversity of life styles of post-80s and post-90s groups. They grew up on the Internet, indulged in information and entertainment from the Internet, and daily lifestyles were surrounded by all kinds of digital outdoor screens, and mobile phones were the 24 hour accompanying media.

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< p > secondly, because of the changes in consumer behavior, brand marketing and communication modes, such as precision advertising, e-commerce, Internet community, network video, boxes, Internet TV and so on, have sprung up rapidly.

This shows that under the Internet, the key to brand marketing is to understand customers' needs, satisfy demands and get rewards through communication and communication, rather than simply buying and selling goods.

New media habits and social media changes and even subvert the original advertising mode, media strategy and communication strategy of operators, which is what our operators should pay close attention to.

The survey shows that (2013) over the past two years, more than 70% of the operators are preparing to reduce the budget share of traditional media, and substantially increase the budget of new media, especially mobile Internet advertising. Mobile Internet advertising is considered to be the most potential digital new media.

Facing the change of audience and media pattern after 80 and 90, how to turn most of the budget to more precise impact on new media after 1980s and post-90s is a new topic for managers.

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< p > remember: Internet based customer centered thinking is just a good start.

Under the internet background, the only sustainable competitive advantage of enterprises is better understanding of customers. New media and social media have effectively helped enterprises achieve this goal.

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< p > in the era of Internet and mobile Internet, the community on the Internet is made up of social networking behaviors represented by micro-blog, WeChat and SNS.

It is particularly important for the dissemination of brand value, because the social networking behaviors such as micro-blog and WeChat are in essence a group of social groups that are "fish looking for fish and shrimps for shrimp". In essence, it is a community formed by values and hobbies.

Social media under the Internet is a group of people who share information and establish network relationships with like-minded people.

There are three basic indicators of successful social media: one is the strength of the relationship between them; the other is the similarity of values and lifestyles between the two; and the three is the credibility of information exchange between one another.

The establishment of brand community is based on these three indicators. Specifically, the brand community is a pointer to establish a network forum for a specific brand. When the followers of the relevant brands meet like-minded people, they will establish a virtual forum to bridge the boundaries of geography, language and culture, so that the like-minded people on the Internet can get a sense of belonging.

Brand community based on social media is an important way of brand marketing. Practice has proved effective.

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< p > in the face of the development trend of new media or social media, how can operators do well in brand marketing communication? The key is to make good use of tools such as WeChat and micro-blog.

For WeChat, there is no need to pay attention to its own public platform.

You can only use shaking, drifting bottles, friends circle, and nearby people. Of course, if you add friends, you can directly access QQ users, and some resources can be recommended by other public accounts.

It's relatively easy for micro-blog.

Micro-blog can find a person to determine the approximate range, find the large number of target groups concerned, and get accurate users. Search products related words can also get users of products.

Of course, large recommendation can reduce workload.

Other forums, groups and so on do not say.

Remember: micro-blog or WeChat, or whatever they do well, creates value for the community and lets consumers experience it.

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< p > how to play different roles of different forms of advertising on the Internet with social media is also important.

Such as the implantation of advertisements.

The Internet advertisement is implanted in the hot topics of Internet news and netizens, so that advertisements can be browsed and remembered with the content of consumers' attention.

Increase the interest of content.

The combination of online advertising and entertainment activities and games on the Internet can make people feel the joy of the Internet and become a part of the content.

Stimulate user sharing.

For example, if advertising is done with a story or a short time attention focus, let these advertisements become the content of people's initiative to spread on the Internet, then spread and spread through SMS, micro-blog, blog and BBS in the form of consumer sharing, and establish Internet word of mouth and influence.

Today, advertising on the Internet and mobile Internet is no longer a platform for product display alone, but a platform for information aggregation of users, which integrates sharing, interaction, community and word of mouth.

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What is worth noting is that the outdoor digital media has become a new center of the new media integrated communication. For example, advertising on outdoor LCD TV is no longer a brand and product advertisement, but a brand activity or video or network drama that will be launched on the Internet to attract more offline consumers to participate in brand interaction activities on the Internet. P

These changes have already indicated that when operators are using new media, they must learn to integrate other media strategies, and display the advantages of different media. The same information will be displayed in different ways on different platforms, and ultimately achieve seamless and combined communication between online and offline.

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< p > with the 80's and 90's becoming the mainstream consumer groups, operators should grasp the new trend, understand the new rules, embrace these new changes actively, make good use of new media, keep pace with the times, and seize the huge business opportunities brought by the development of China's consumer market in the next ten years.

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