Abstract:

Based on logic analysis，this article discussed Big data and its mind innovation，and probed the impacts of Big data on content production and marketing from aspects of production concept，production mode，marketing objects，marketing methods，marketing channels. The results showed that，open，participatory，and relevant are important characteristics of Big data，which cause the transformation of production and marketing about content，namely from supply-led to demand-led，vertical unidirectional to horizontal interactive，mass market to the niche one，passive to initiative，monomedia to omnimedia