With the prevalence of new media,the transmission ways and channels of the diffusion process of innovative products present a diversified structure,which brings new demand and challenge to marketing.A competition and diffusion model about two products under the influence of new media was proposed based on Bass model,which describes the effective of new media on diffusion.Furthermore,the qualitative analysis with these typical conceptual models was carried out to achieve an optimal cordinate between new media influence and market share by using differential theories.This provides theoretical and methodological basis for regulating the strategies of marketing channels in the general atmosphere of the wider application of new E-commerce.