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New Media and China's Social Development pp 125–144Cite as

Reform and Expansion of Marketing in New Media Environment

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Abstract

Marketing usually means that enterprises discover or tap the demand of prospective consumers and exploit product connotations to meet their demand, so that consumers can deeply understand a product and then buy it.

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Notes

  1. 1.

    Cassels (1936).

  2. 2.

    Lehmann (2005).

  3. 3.

    Event marketing, http://baike.baidu.com/link?url=1cfCS61zoYcuYGfjeastw1CYMpFvW3DvaYSblb58qQ8d7TED8uKYUNLsTD1TJHW40dD7DrlIMXXU69vX8XtQea.

  4. 4.

    “What You Open Is Energy; What You Don’t Is Potential,” published online at Red Bull’s official microblog http://weibo.com/2013127125/AvKwGfUr1?from=page_1006062013127125_profile&wvr=6&mod=weibotime&type=comment#_rnd1436260083907 [February 8, 2014].

  5. 5.

    Huang Gang, “Report on E-commerce Website’s Microblog Development”, published online at http://data.weibo.com/report/reportDetail?id=220 [February 9, 2015].

  6. 6.

    Content Marketing Institute is a world-leading content marketing group. Junta42 provides auxiliary tools and software for content providers. It has the Chief Content Officer magazine and is responsible for holding Content Marketing World - the most important content marketing event in the world. CMI also provides consulting services for large enterprises about their content marketing strategy.

  7. 7.

    “Most Influential Content Marketing Brands,” published online at http://money.163.com/14/1225/15/AEAOAVUV00253G87.html#from=keyscan [December 25, 2014].

  8. 8.

    “Cases of Attractive Service Marketing (operation marketing),” published online at http://biz.eastmoney.com/news/1675,20150123471336330.html [January 23, 2015].

  9. 9.

    Zhang Lijuan, “What Is Marketing? 10 Classic Marketing Cases,” published online at http://www.cyzone.cn/a/20140109/248393.html [January 9, 2014].

  10. 10.

    “Cases of Attractive Service Marketing (operation marketing),” published online at http://biz.eastmoney.com/news/1675,20150123471336330.html [January 23, 2015].

  11. 11.

    “2014 China Content Marketing Gala Successfully Held,” published online at http://finance.sina.com.cn/hy/20140418/112018844585.shtml [April 18, 2014].

  12. 12.

    “‘Celebrities and Way to Success’ Art Summit and Documentary Series,” published online at http://news.cntv.cn/2013/10/24/ARTI1382609909222472.shtml [October 24, 2013].

  13. 13.

    Mobile LABS, “Study of Classic Big Data Cases in China and Abroad,” published online at http://labs.chinamobile.com/mblog/1272540_217289 [January 15, 2014].

  14. 14.

    “Boy, Let Go Your Milk” is an innovative animation video produced by Xiamen MILI ANIMATION for Fujian Changfu Milk.

  15. 15.

    Sun Qiru, “Ma Yu: Human Society on the Way from IT Age to DT Age,” published online at http://it.people.com.cn/n/2014/0303/c1009-24508338.html [March 3, 2014].

  16. 16.

    AV-Comparatives (AVC) is a non-profit organization admitted by the Austrian government and an international independent testing organization that’s known for making comprehensive and objective assessment on computer security products.

  17. 17.

    China Electronic Commerce Association, “10 Classic Cases of Microblog Marketing in China,” published online at http://news.xinhuanet.com/eworld/2010-10/14/c_12659636.htm [October 14, 2010].

  18. 18.

    View Business, “Classic Case: Durex - The Best APP Marketing,” published online at http://www.kanshangjie.com/article/27359-1.html?utm_source=tuicool [October 21, 2014].

  19. 19.

    Xinhuanet, “Most Influential Internet Marketing Events 2013,” published online at http://finance.qq.com/a/20140507/025546.htm [May 7, 2014].

  20. 20.

    LinkedIn (WeChat public account), “First Moments Advertisement Is Here. Do You Know What Foreign Feed Advertisement Looks Like?” published online at http://www.guancha.cn/LinkedIn/2015_01_26_307471.shtml [January 26, 2015].

  21. 21.

    Liao Feng, “Moments Advertising Triggers Hot Discussions,” published online at http://epaper.jinghua.cn/html/2015-01/27/content_165853.htm [January 27, 2015].

  22. 22.

    “Classic Case of WeChat Marketing: CMB Drift Bottle,” published online at http://info.hhczy.com/article/20130705/14191.shtml [July 5, 2013].

  23. 23.

    “WeChat Marketing: 9:1,000,000 at Xiaomi Customer Service,” published online at http://info.hhczy.com/article/20130705/14196.shtml [July 5, 2013].

  24. 24.

    Liu Jia and Guan Jian, “Red Envelope on Spring Festival Eve: 1.01 Billion WeChat Red Envelopes Sent and Received; RMB4 Billion Sent and Received through Alipay,” published online at http://tech.sina.com.cn/i/2015-02-25/doc-icczmvun6261641.shtml [February 25, 2015].

  25. 25.

    Video marketing, http://baike.baidu.com/link?url=oJLEkI9XyZ2W4OvECRK_Tyl2t04Fx3woKTIwPGB4UbFpejpkMV7VW_QBtGSKAGF4k7oaMSSySmcr2WOXgIT3cq.

  26. 26.

    Bai Jianrui, “Video & Microblog Development Report December 2014,” published online at http://data.weibo.com/report/reportDetail?id=221 [February 11, 2015].

  27. 27.

    Xiao Mingchao, “Marketing Trend in Top Ten Cases in the Beginning of 2015: Mobile, Native & Crossover Integration,” published online at http://www.socialbeta.com/articles/10-marketing-case-studys-2015-2.html [February 12, 2015].

  28. 28.

    199IT, “Alibaba Launches Open Data Platform DMP; Innovates in Video Marketing with Youku, Tudou,” published online at ttp://www.199it.com/archives/287655.html [October 30, 2014].

  29. 29.

    Analysys, “Network Marketing of New Housing in China Reaches RMB2.49 Billion 2014Q3,” published online at http://www.enfodesk.com/SMinisite/newinfo/articledetail-id-418555.html[ November 13, 2014].

  30. 30.

    Meihua, “Secret to Real Estate Marketing 2014,” published online at http://www.meihua.info/today/post/post_7d408fac-8f53-4b22-bb3e-d0754901a9cd.aspx [May 19, 2014].

  31. 31.

    Meihua, “Weiboyi Shows Real Estate Developers' Social Marketing,” published online at http://www.meihua.info/today/post/post_26713630-0d57-423d-a774-e491e166bc36.aspx [December 1, 2014].

  32. 32.

    Zheng Liying, “Chinese Online Travel Market Grows Steadily in 2014; Exceeds RMB270 Billion,” published online at http://report.iresearch.cn/html/20150202/245957.shtml [February 2, 2015].

  33. 33.

    iResearch, “Research Report on Chinese Online Travel & Vacation Industry 2015,” published online at http://www.iresearch.com.cn/report/2318.html [March 24, 2015].

  34. 34.

    OTA (Online Travel Agent) is a terminology for travel e-commerce. Typical OTA websites include qunar, 118114, Traveling Bestone, Lvmama and Ctrip.

  35. 35.

    The concept of UGC (User Generated Content) originated in the Internet industry. It means users display their original contents or provide them to other users on online platforms. Typical UGC websites in the travel industry include Qyer,Mafengwoand you.ctrip.

  36. 36.

    Cheng Chao, “New Media Pushes Reform: Hotels in China Explore Online Direst-selling Channels,” published online at http://www.hb.xinhuanet.com/2014-12/15/c_1113645708.htm [December 15, 2014].

  37. 37.

    4th China Tourism Industry Convention, “China Top Tour 2014,” published online at http://www.ctnews.com.cn/zglyb/html/2015-01/16/content_101398.htm?div=-1 [January 16, 2015].

  38. 38.

    Zeng Liang, “Opening Speech at Baidu Education Summit 2015,” published online at http://jiaoyu.baidu.com/subject/fenghui2015 [January 21, 2015].

  39. 39.

    Edu.sina, “Which Education APP Is Best? China Education APP Assessment Report Released,” published online at http://edu.sina.com.cn/l/2014-11-27/1543253160.shtml [November 27, 2014].

  40. 40.

    Huang Jialang, “Reverse Thinking about Four Marketing Models of Online Education,” published online at http://it.sohu.com/20140313/n396533783.shtml [March 13, 2014].

  41. 41.

    Hang Na, “Digital Marketing Cases in Regional Internet in Past Decade: Xue’ersi-style Network Marketing,” published online at http://edu.hsw.cn/system/2013/04/03/051639119.shtml [April 3, 2013].

  42. 42.

    Search engine marketing, http://baike.baidu.com/view/521629.htm.

References

  • Cassels, J. M. (1936). The significance of early economic thought on marketing. Journal of Marketing, 1, 129–133.

    Google Scholar 

  • Lehmann, D. R. (2005). Journal evolution and the development of marketing. Journal of Public Policy & Marketing, 24(1), 137–142.

    Google Scholar 

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Authors and Affiliations

  1. Institue for Public Opinion Research, Shanghai Jiao Tong University, Shanghai, China

    Qianqian Yu, Letian Ren & Zong Shen

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  1. Qianqian Yu
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Correspondence to Qianqian Yu .

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  1. Institute of Arts and Humanities, Shanghai Jiao Tong University, Shanghai, China

    Yungeng Xie

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Yu, Q., Ren, L., Shen, Z. (2017). Reform and Expansion of Marketing in New Media Environment. In: Xie, Y. (eds) New Media and China's Social Development. Research Series on the Chinese Dream and China’s Development Path. Springer, Singapore. https://doi.org/10.1007/978-981-10-3994-2_7

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  • DOI: https://doi.org/10.1007/978-981-10-3994-2_7

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