Reform and Expansion of Marketing in New Media Environment

Abstract

Starting from a history of new media, this book presents the development of network technology and media applications in China, while also examining the relationship between new media and politics, economy, culture, lifestyle, traditional media, law, knowledge, etc. As of 2014, China had been connected to the Internet for 20 years. During those two decades, China has witnessed drastic changes, from its national makeup to people's daily lives. The book analyzes the changes in China brought about by the new media on the basis of large-scale data. Further, through comparisons with international trends in new media development, it seeks to clarify the new media development in China and comprehensively demonstrate the revolution and brand-new faces of Chinese society over the past two decades in the wake of new media. As such, it outlines the bright future of new media by revisiting and summarizing the developmental courses of new media and Chinese society. ""Series Preface""; ""Preface""; ""Acknowledgements""; ""Contents""; ""Editing Committee""; ""Editor-in-Chief""; ""Deputy Editors-in-Chief""; ""Editors""; ""1 Review of 20 Years of Internet Development in China""; ""1.1 Pioneering Efforts in Internet Technology""; ""1.1.1 Earliest Application Endeavors""; ""1.1.2 Creating Chinaâ#x80;#x99;s Top-Level Domain Name CN""; ""1.1.3 Full-Function Interconnection into International Network""; ""1.2 Progress Towards Informatization""; ""1.2.1 Opening of ChinaPAC""; ""1.2.2 Construction of Four Internet Backbone Networks in China"" ""1.2.3 Issuance of Chinaâ#x80;#x99;s Network Regulations""""1.2.4 Emergence and Development of Internet Media in China""; ""1.3 Infrastructural and Institutional Improvements""; ""1.3.1 Better Network Management System""; ""1.3.2 Interconnection of Four Backbone Networks""; ""1.4 Leapfrogging Internet Development and Applications""; ""1.4.1 Network Infrastructure Keeps Improving""; ""1.4.2 SNS is Flourishing""; ""1.4.3 Micro-Messaging Social Network Develop with Great Momentum""; ""1.4.4 Mobile Internet Develops Rapidly""; ""1.4.5 Chinese Internet Companies Cut a Figure in International Stage"" ""1.5 Innovation in High Gear""""1.5.1 Exploration for IOT""; ""1.5.2 Exploration for Cloud Technology""; ""1.5.3 Exploration for 5G Network""; ""1.6 Conclusion""; ""References""; ""2 Survey of Chinese Internet Usersâ#x80;#x99; Internet-Using Habits""; ""2.1 Method of Survey""; ""2.2 Internet Access Equipment""; ""2.3 Types of Media Accessed by Interviewees""; ""2.3.1 Access Rate: The Interviewees Had the Highest Access Rate of TV and a Low Rate of Newspaper, Radio and Magazine"" ""2.3.2 Average Daily Use: Internet greaterthan  TV greaterthan  Radio greaterthan  Magazine greaterthan  Newspaper""""2.4 Intervieweesâ#x80;#x99; Motives of Internet Use""; ""2.5 Intervieweesâ#x80;#x99; Use of Social Applications""; ""2.6 Main Channels for Interviewees to Obtain Information About Public Events""; ""2.7 Conclusion""; ""Reference""; ""3 Transformation and Development of Traditional Media in New Media Environment""; ""3.1 Impact and Challenge from New Media to Traditional Media"" ""3.1.1 Impact of New Media on Information Transmission Model: From â#x80;#x9C;Being Selectedâ#x80;#x9D; to â#x80;#x9C;Proactive Expressionâ#x80;#x9D;""""3.1.2 Impact of New Media on Agenda Setup: From â#x80;#x9C;Approvalâ#x80;#x9D; to Independent Decision of Topics""; ""3.1.3 Impact of New Media on Habits Of Information Reception: From â#x80;#x9C;Readingâ#x80;#x9D; to â#x80;#x9C;Browsingâ#x80;#x9D;""; ""3.1.4 Impact of New Media on Profit Model: From â#x80;#x9C;Two-Time Saleâ#x80;#x9D; to â#x80;#x9C;Free + Chargeâ#x80;#x9D;""; ""3.2 Transformation and Development of Newspapers in New Media Environment""; ""3.2.1 Initial Attempts at â#x80;#x9C;Onlineâ#x80;#x9D; and â#x80;#x9C;Electronicâ#x80;#x9D; Newspaper"" ""3.2.2 Independent Operation of Newspaperâ#x80;#x99;s Official Website""