Development of Media Industry and Marketing Innovation

摘要

With the development of information technology, the digital media industry will become an inevitable trend. A new media industry revolution caused by digital technology gave birth to new forms of communication and profit model. Digital media has more and more affect our lives, such as the mobile phone packages, e-books, digital television and so on. There are also two problems for the digital media industry: copyright protection system and the industry standards. We should make marketing innovation to keep up with the rapidly changing environment. On the basis of traditional marketing theory, combined the environments, the paper explores the new marketing strategy innovation.