Influence of New Media on the Marketing Mode of Media Industry and Its Operating Strategy

With the continuous development of internet technology, new media relies on their own advantages with novel mode of transmission and diversified content structure to change the media market structure in our country, which has a great impact on the development of media industry in our country. Under the influence of network cultural thought, the market mechanism in our country gradually transits from the seller's market to the buyer's market. In the face of the change of consumer ideas and the market environment, only when the media industry in China continuously reforms and innovates its marketing mode in the development and changes operating strategy can it consolidate its position in the increasingly fierce competition environment. This paper takes new media as an example to discuss the influence of new media on the sales and marketing mode of the media industry and puts forward the corresponding operating strategy.