新媒体是相对于报纸、报刊等传统的媒体而言的,主要就是利用数字技术和网络技术、通信技术等传播渠道,用电脑、手机等终端进行的,向用户提供一定的资讯和服务的新媒体。中国媒体产业的市场规模不断扩大,市场保持着快速的发展。本文主要研究的是企业应用新媒体参与产业结构升级分析,希望能够有助于这个产业的进步。 New media is relative to newspapers, newspapers and other traditional media in terms of the main is the use of digital technology and network technology, communication technology and other channels of communication, with computers, mobile phones and other terminals to provide users with certain information and services of the new media. The market size of China’s media industry is constantly expanding, and the market maintains rapid growth. This paper mainly studies the new media enterprises to participate in the upgrading of industrial structure analysis, hoping to contribute to the progress of this industry.