The Study On The Analysis And Forging Of Xinhua Net's Core Competence

News agency has been existing for 170 years, but compared with newspaper,issue,broadcast,television,etc, study about news agency in academic field is weaker;As news agency is "center of information"and "media of media",broadcasting 85% information in the world, we always overlook it,for news agency serves indirectly. During the time of internet, most traditional media including news agency being online, it is the first time that news agency shows itself completely and its traditional advantages and the run of adopting editing and sending meet challenge of internet technique.Consequently choosing news agency at internet time as the essay topic is meaningful.This essay studies Xinhua Net learning from the concept of core competence in marketing.Through deeply analyzing, adopting comparison, case analyzing, quantity studying measures,this essay systematically researches that how Xinhua Net concentrates a variety of its advantages and turn them into its superiority in the trend that media internet compete furiously in the world, and thus succeeds in the keen competition. Accordingly, this work falls into four parts: Part Ⅰ Xinhua Net's establishing background The development of internet technique influences Xinhua Net greatly.On the one hand, it disintegrates the traditional advantages of swiftness ,enormous information and rich resource in news agency.On the other hand, it brings opportunity to the development of Xinhua Net.In November 7th 1997,the information of Xinhua Agency emerge onto internet entirely,and consequently Xinhua Internet turns into carrier and platform for displaying its information. Part Ⅱ The analysis of Xinhua Net's competing elements By analyzing its three types of rivals on internet and combining its advantageous features,the author concludes that Xinhua Net's core ascendancy is abtained by joining its political advantage,resource advantage—which includes professionals,worldwide nets for collecting information,abundant and dominant multi-media information data,and brand advantage.Additinally, according to the prediction of tendency of net development and the analysis of the features of its web surfers,Xinhua Net has the potential to reach a rapid development in the coming decades of years. Part Ⅲ Taking the reports of Athens Olympic games,etc. as examples to illustrate the applicant of Xinhua Net's competing elements. Taking the successful reports of Athens Olympic games,the NPC andNPNC and the success of Focal Talk online as examples,in pratice the article studies how Xinhua Net concentrates a variety of its advantages and turn them into its superiority.At the same time,let the readers know the advantages are all double-edged sword,that is ,misapplying will result in its opposite side. Part Ⅳ Forging Xinhua Net's core competence By use of the definition of "core competence" in marketing,the author put forward the suggestions of forging Xinhua Net's core competence. 1. strengthen its position to show an international feature; 2.focusing on content; 3.enlarge the scope of advertisment to enhance the popularity; 4.strengthen marketing pratices to promote profits; 5.draw experience of the Project NIE of American press to cultivate more professional staff and attract more readers.