| With the trend of scalization centralization and globalization of international media industry driving, media industry in china is experiencing unprecedented profound changing. After china entering into WTO media industry is becoming opener to the outside world, many foreign media groups will be ready for invading media market in china and all kinds of home media groups have been producing quickly. Xinhua news agency as a national news agency, which acts as "producer" and "wholesaler" of news and information business, is facing great challenge and must bravely carry though changing towards marketing. News and information business is principal business of Xinhua news agency, whose developing strategy and good operating concern the whole development of Xinhua news agency. This paper brings forward new competing strategy of news and information is differentiation strategy which refers product differentiation and service differentiation and points out cultivating new core-competence of enterprise is vital when product differentiation and service differentiation are adopted though analyzing News and information business. At the same time enterprise structure business flow, collecting and editing and marketing must be changed to fit new strategy, and HRM finance management and service quality managing must be strengthened to ensure new strategy favoringly advancing. Answering furiouscompetition of multinational enterprise possessing strong fund and mature managing experience and rising of home media groups, this paper thinks that no other than news and information business boldly change explode old thinking manner adopt advanced managing idea and ways-, and actively join market competition ,it could buildup enterprise power and become a hard basement for developing Xinhua news agency to top-ranking news agency and information center in the world.
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