Abstract: The development of Internet technology and the popularization of mobile devices have promoted the formation of the new media industry. The development of new media has further driven the improvement of marketing concepts. The concept of new media marketing has been given a new era connotation. This article summarizes and combs the key literature on new media marketing in Chinese and foreign journals. First, it sorts out and analyzes the research progress of new media marketing, and introduces the concept, expression form, main characteristics and era value of new media marketing, and then This article reviews the marketing strategies of new media marketing and summarizes the specific methods of different marketing strategies. On this basis, this article combines China’s Internet technology development level and Internet usage, and puts forward research prospects on the opportunities and challenges of enterprises in the use of new media marketing and new trends.