Research on Brand Marketing Strategy in the Context of New Media

Thinking: A Case Study of DJI

Xintong Li

School of Journalism and Communication, Hubei University of Economics, 430205, Wuhan, Hubei, China

Keywords: Social Media Marketing, Consumer Purchase Intention, Brand Awareness.

Abstract: With the rapid development of new media in China, new media technology has become the main channel for

people to obtain information, exchange ideas, and consume, and its impact on brand marketing has become

increasingly significant. This study combines questionnaire surveys and literature reviews to explore the

impact of new media marketing on brand awareness and the process of product marketing. The results of the

literature research show that compared with traditional marketing methods, DJI's new media marketing has

increased consumers' purchase intention by more than 50% and has had a positive impact on brand image and

brand building. Brands deeply understand and segment their target audiences, create content based on the

characteristics of different social media platforms, and achieve precision marketing. These findings provide

a new theoretical perspective and direction for enterprises to formulate new media marketing strategies. By

flexibly applying new media marketing thinking, enterprises can respond to market changes, achieve more

effective brand communication and marketing, and enhance brand competitiveness.

1 INTRODUCTION

This study focuses on the effectiveness of new media

marketing tools in brand marketing. New media

marketing tools have received increasing attention in

recent years. According to the 47th "Statistical Report

on the Development of China's Internet Network", as

of December 2020, the number of Internet users in

China reached 989 million, the Internet penetration

rate reached 70.4%, the number of mobile Internet

users reached 986 million, and the proportion of

Internet users accessing the Internet through mobile

phones was as high as 99.7%. It can be seen that the

huge number of Internet users and the highly

fragmented media usage habits have made new media

marketing the main front of current marketing

activities (Guo, 2024). This study mainly focuses on

the brand marketing strategy of DJI Innovation.

Founded in 2006, DJI has continuously innovated

technological products in the fields of drones,

handheld imaging, robotics education, and more

cutting-edge technologies. Its products account for

more than 80% of the global market share, which is

also due to its active performance on new media

platforms, bringing a large amount of traffic and

sales. In the current market economy conditions, for

enterprises to achieve sustainable development,

relying solely on products is not enough. More

importantly, high-quality products need to enter the

market and cause a good response. Therefore,

effective marketing and promotion of products are

required. This study uses the literature analysis

method to conduct research and provide support for

this study. In the context of the Internet era, new

media marketing has the characteristics of fast

dissemination, strong interactivity, and good

timeliness, which makes brands favor it. The goal of

this study is to explore how DJI conducts marketing

and promotion through new media platforms with a

wide range of Internet users (Yang & Xu, 2023).

2 LITERATURE REVIEW

2.1 Current Status of Foreign Research

and Development

In recent years, foreign scholars have started research

in the field of new media marketing relatively early,

with rich research content and a wide range of topics.

As early as the 1990s, they recognized its importance

and published relevant articles. Scholars such as R.

Ayswarya, Shilpa A. Telreja, S. Praveena, and M.

Ilankadhir believe that social media marketing

Li, X.

Research on Brand Marketing Strategy in the Context of New Media Thinking: A Case Study of DJI.

DOI: 10.5220/0014204300004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 715-719

ISBN: 978-989-758-791-7

715

provides companies with various new opportunities

to promote their brands, products, and services

through social networking sites. The focus is to

explore the differences between social media

marketing and traditional media from the perspective

of consumers. It confirms that consumers prefer new

media marketing methods, providing a new

theoretical perspective for this study. Alexandra

Blakus believes that so far, people would rather watch

mobile phones or laptops than TV commercials. This

"dual-screen" effect phenomenon has reduced

conventional advertising. Those who want to survive

in the market should develop new advertising models

to meet this challenge, and all popular social

networks, especially Facebook and Twitter, should

take this into account. It can be seen that foreign

scholars believe that new media marketing research is

necessary and will inevitably bring new changes to

marketing theory. Many foreign scholars have

conducted in-depth research in this area, and their

research results have provided valuable experience

and inspiration for new media platforms.

2.2 Current Status of Domestic

Research

In recent years, many domestic scholars have also

engaged in this research. For example, Wang Yayun

mentioned in her paper that new media marketing has

gradually replaced traditional media marketing as the

focus of enterprise marketing strategies. Enterprises

can use new media forms such as search engines,

Weibo, and WeChat to get closer to consumers and

perceive their feedback, thus realizing innovation in

marketing methods and improvement in business

conditions, reflecting the pioneering nature of this

research. Through the dissemination of new media, it

is easier to resonate with consumers and realize brand

value. In this study, DJI has narrowed the distance

with consumers through rounds of new media

marketing and increased brand stickiness. Ai Fei

believes that the Internet penetration rate in China has

developed rapidly. The rapid development of the

Internet has also led to the emergence of many new

media platforms, which has not only greatly changed

people's lifestyles but also brought new attempts to

enterprise marketing. Thanks to the development of

the Internet, new media marketing has gradually

entered the public eye. Therefore, more attention

should be paid to this research and its internal

operation rules should be analyzed to better master

the marketing means, which coincides with the

research reasons of this article and provides

theoretical support for this study.

2.3 Theoretical Framework

This study adopts Bourdieu's field theory, which aims

to explain the structure and dynamics of different

fields in the social world. Combining DJI's existing

market segmentation data with this theory, it is of

great significance to analyze how DJI builds cultural

capital in different segmented markets through

differentiated products. Using Becker's art world

theory to analyze how content creators jointly

construct product value through new media

platforms, this theory provides a new perspective on

the production, dissemination, and reception of art,

emphasizing the social nature of art creation and

appreciation, and exploring how DJI accumulates

symbolic capital through new media marketing, as

well as in-depth analysis of how DJI's cooperative

marketing network forms a complete "art world" and

how all participants jointly create and maintain brand

value is of great significance.

3 RESEARCH METHODS

This study uses questionnaire survey methods and

social media analysis, adopting a quantitative

research design. The research objects are people aged

18 to 44 who have purchasing power and a relatively

high demand for photography. A random sampling

method is used to select 300 people as research

samples. Data is collected through online

questionnaires, and the questionnaire star software is

used for data analysis. The study found that more than

50% of people formed an awareness of the DJI brand

through new media platforms, indicating that DJI has

achieved success compared with traditional

marketing methods. The brand has a strong influence

on various platforms. More than 40% of the people

believe that DJI performs well in product display,

brand story marketing, and interactive activities,

which provides research help in strategy. Through

new media marketing, more than 50% of people have

the intention to purchase DJI products, indicating that

new media marketing can convert cognitive benefits

into consumption benefits to a certain extent. It can

be seen that new media has the characteristics of

being market-oriented, focusing on communication

skills and effects, and taking the audience as the main

body, and has always been in the mainstream of

practice (Cai, 2024). This study conducts research

from the following dimensions through social media

analysis. By tracking the traffic of websites and social

media platforms, including visits, click-through rates,

viewing time, etc., to measure user participation.

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Monitor the conversion rate from new media

platforms to purchase pages and the final sales

conversion situation. Evaluate the growth of fans and

followers of social media accounts. Include

interaction data such as likes, comments, and shares,

which can reflect the popularity of content and user

participation. For companies like DJI that mainly

focus on visual content, the number of video views is

an important indicator. Evaluate the quality and

relevance of content through user feedback and

comments. Monitor the number of mentions of the

DJI brand on social media and the Internet. Analyze

the discussions about DJI on social media to

understand the public's emotional attitude towards the

brand. Calculate the cost of marketing activities and

the resulting benefits to evaluate the financial

effectiveness of marketing activities. Collect

customer feedback on new media marketing activities

through questionnaire surveys and user interviews.

Compare the new media marketing strategies and

effects of other brands in the same industry to

understand DJI's position in the industry. Analyze

market trends and consumer behavior to evaluate the

impact of marketing activities on the market. From

this series of social media analyses, it can be

concluded that DJI has achieved good benefits in

different dimensions on different platforms through

new media marketing, better understood market

dynamics and consumer preferences, helped

enterprises understand consumers' needs and pain

points, and through personalized marketing, social

media analysis can help enterprises understand the

characteristics of different user groups and achieve

more precise personalized marketing. By analyzing

user feedback on social media, enterprises can obtain

valuable information about product improvement and

innovation. Enterprises can identify and select the

most suitable influential marketing partners for their

brands by analyzing social media data. Social media

analysis provides enterprises with rich data resources

to help enterprises make wiser decisions in a highly

competitive market environment.

4 RESEARCH FINDINGS AND

DISCUSSIONS

4.1 Building Cultural Capital in

Different Segmented Markets

Through Differentiated Products

DJI occupies an absolute leading position in the

global drone market. DJI initially started with

consumer drones and has gradually expanded to more

application fields (Li, 2023). At present, although

consumer drones are still its main source of income,

DJI's product line has covered agriculture, military,

surveying and mapping, and other fields, and its

product directions involve drones, handheld gimbals,

cameras, etc. Combining the existing market

segmentation data with Bourdieu's field theory,

different fields influence each other, and a change in

one field may affect another. There is

interdependence among different fields. The

following is an analysis of how DJI builds cultural

capital in different segmented market fields through

differentiated products using this theory.

4.1.1 Market Segmentation by Gender

Differences

According to the analysis of the questionnaire survey,

it is found that most drone purchasers are men aged

24 to 44, while women mostly purchase handheld

gimbals and cameras. Female consumers prefer

lightweight and portable cameras, while men tend to

choose professional equipment. In publicity, different

publicity styles are adopted for men and women. On

the Douyin platform, the focus of publicity for

women is on the small size, appearance design, and

beauty function of the product, while the publicity for

men focuses more on the imaging power and camera

parameters of the product (Du, 2024). This reflects

the role of field theory in the segmented market of

gender differences. Each field has its specific and

relatively independent social space, with its own

unique rules, values, interests, and struggles. These

factors jointly shape the practices and strategies of

actors in the field.

4.1.2 Market Segmentation by Utility

Demand Differences

In the agricultural field, DJI entered the agricultural

drone field in 2015 and provides agricultural plant

protection drones. The utility of drones in the

agricultural field is mainly reflected in improving the

efficiency and accuracy of agricultural spraying. The

low-altitude remote sensing technology based on

drones has the advantages of fast speed, non-

destructiveness, high efficiency, flexibility, and

comprehensiveness, and has been widely promoted

and applied in modern agricultural development (Bai,

2024). In military needs, drones are widely used in

military training, as target drones for air defense and

air combat training, and can also be used as

reconnaissance tools to collect intelligence. In

disaster response, after certain disasters occur, the on-

Research on Brand Marketing Strategy in the Context of New Media Thinking: A Case Study of DJI

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site environment may become dangerous and

inaccessible, such as fires and chemical leaks. Drones

can enter these dangerous areas, carry sensor

equipment for environmental monitoring, and

provide real-time environmental information for

rescuers to ensure the safety and efficiency of rescue

operations. This reflects the interdependence within

each industry in field theory, and products with

different functions bring different choices.

4.1.3 Market Segmentation by Localized

Market Demand Differences

DJI adopts a market grading strategy globally and

flexibly uses funnel marketing for different markets.

The target markets are divided into the North

American primary market represented by the United

States, the European secondary market represented by

the United Kingdom, Germany, and France, and the

Asian and Australian tertiary market represented by

Japan and South Korea. Localized marketing

strategies are formulated for different markets.

Research has found that studying the platform's

localized marketing strategies from the perspective of

consumers can help the platform understand market

needs faster and improve its influence (Du, 2024). For

example, DJI makes full use of overseas social media

platforms such as Instagram, Facebook, and YouTube

to release video content suitable for local

characteristics, enhancing its attractiveness in

overseas markets. In China, to achieve network

marketing effects, short video platforms are used to

support functions such as likes, comments, and

reposts to form brand interactions for DJI's consumer

drones (Huang, 2022). This reflects the effectiveness

of field theory in market segmentation, enabling the

brand to act in a relatively stable and consistent

manner in different social situations while having a

certain degree of adaptability and creativity.

4.2 Joint Creation and Maintenance of

Brand Value by all Participants

In the process of using new media marketing, DJI

cooperates through different channels and with all

parties involved. This reflects the role of Becker's art

world theory in how the creator network jointly

constructs product value. Becker believes that art is

not an isolated product but a social activity involving

the cooperation of many different individuals. Each

member has its specific function and role in jointly

maintaining the operation of the brand world. There

is a set of shared rules in this world. This theory

provides a framework for this study to understand

how the brand is affected by social, economic, and

political factors. The following is a specific analysis

of DJI's brand marketing process using this

theoretical framework.

4.2.1 Marketing Before Product Release

Before the release, appetite is whetted through

promotional videos and news revelations. Compared

with the traditional flat display mainly based on

pictures and text, the promotional videos, which are

long videos with a sense of technology, present a

more three-dimensional display and a more vivid and

realistic product description. They can quickly

popularize knowledge and spread cultural ideas like

films. DJI does not like straightforward advertising

methods but constantly dominates people's lives with

news hotspots. Searching for DJI-related news, you

will find a lot of popular news with various entries,

such as giving Porsche Cayenne as a year-end bonus,

invading the White House, and invading the Japanese

Prime Minister's residence. These operations can

quickly attract the audience's attention and arouse

curiosity about the product. In the early stage, it

reflects the cooperation of different members

involved in the art world theory and forms a good

marketing effect.

4.2.2 Marketing During Product Release

Continuously invite technology self-media for

evaluation and demonstration. The Verge, The Wall

Street Journal, PCMag, and others have conducted

comprehensive evaluations of DJI's products, helping

DJI establish its industry status. Through evaluations

by authoritative institutions, it has obtained multi-

faceted trustworthiness and reliability. Because

consumers tend to trust the evaluations and

recommendations of authoritative media, it has

attracted more consumers' attention and purchase

intention, thus increasing sales (Jin, 2024). In

addition, through cooperation with authoritative

media, DJI has established a good brand image and

reputation in overseas markets, which is conducive to

its brand internationalization development and

market expansion.

4.2.3 Marketing after product release

If the above two are the common practices of today's

electronic consumer products, the fission after release

is DJI's unique advantage. After the press conference,

DJI will contact KOLs on social platforms and

distribute its products to them. After seeing the good

effect of aerial photography, more professional video

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production institutions, namely PGC, will decisively

join the aerial photography creation, further

expanding the demand and consumption awareness of

aerial photography. Subsequently, individual content

creators (UGC) will continue to follow up. Due to the

increasing demand of individual content creators for

video shooting and the popularity of vlog culture,

individual creators spread content through high-

quality, intelligent editing, and lightweight shooting

equipment. Starting from the need to record life,

individual creators use lightweight dissemination on

platforms such as Douyin and Xiaohongshu, which is

popular among young people and obtains a large

amount of spontaneous dissemination, further

narrowing the distance with consumers. Strengthen

the deep connection between the brand and personal

life through differentiated emotional content and

multi-scenario applications. Through the traffic and

dissemination volume of KOLs, the content output of

UGC and PGC is generated. DJI has realized the all-

round publicity and marketing from product to brand,

reflecting that each member in the art world theory

has its specific function and role in jointly

maintaining the operation of the brand world (Wang,

2024).

5 CONCLUSIONS

The research results show that through cooperation

with new media platforms, the DJI brand has

successfully achieved a balance between cultural

value and market demand and obtained good

publicity effects. The research believes that through

the publicity cooperation of various platforms, DJI

can not only display product value but also enhance

the brand's competitiveness in the contemporary

market, especially in the drone industry.

This study provides important reference value for

future research directions. Its main influence is to

reveal the internal logic of new media marketing. This

study provides successful cases and strategic

references for other brands when facing the

challenges of combining new media platforms and the

modern market.

Future research should pay more attention to

continuous innovation based on enhancing the

stickiness of new media users, further explore how to

more effectively convey brand value in the new

media era, and how to timely adjust strategies

according to continuously updated platforms to

maximize the brand effect.

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Cai, J. Exploration of the Communication Law of New

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