Analysis Of The Factors Leading To The Success Of XinhuaNet

On the basis of the periodization of the development of net media in China, four phases of XinhuaNet being successful have been put forward. Four factors are Surroundings, Resources, Human Resources and Flow.Surroundings is most important for XinhuaNet: It has attracted more attention from the government ;" All the co-workers work together to handle the XinhuaNet well"is the key policy of Xinhua News Agency, especially the right to using the articles from the Xinhua News Agency which also give the common articles to the XinhuaNet. Overseas news agency websites is regarded as the promotion platform so that XinhuaNet is not has adversary to become news agency in net.The administration serves The Four Elements. It puts much emphasis on the observation of rules and regulations on network transmission, human resources, funds and puts light and flexible control on human resources (e.g. how to keep the talented people stay and how to make good use of them). One crucial proportion of the administration involves the full use of the possibilities provided by network technology and the combination with the large amount of resources from all ranks of government and Xinhua News agency, which lead to the flexible scheme of the flow. The Four Elements, moreover, serve the netizens. Four major types of netizens are concluded from the analysis of XinhuaNet They are found to go on XinhuaNet mostly by using the computers at their offices, which agrees with the findings in the statistics indicating the drastic drop of the browsing amount during the period of off-work and holidays.The present study introduces some typically successful cases of XinhuaNet The column "Discussions based on pictures" helps the netizens get through certain joint points which lead to every separate offsets and make more routes direct at one article in order to promote the browsing amount. In "Pro and Con", unilateral infusion is transformed into the seeking of the balance between different opinions. It gets its credit for its quick reporting speed, its original news reports and original news reviews.Many other cases are analyzed to reflect that XinhuaNet goes with the characteristics of network.In terms of its status and function, XinhuaNet is intervenient between commercial websites and traditional media websites. Based on the future fact that everybody easily hasthe access to going online at any time and any place, XinhuaNet opens a new edition called "The Holidays" while preserving its own feature at the same time. The audience is reached out further to the youngsters who love entertainment and the netizens who go online at home or at net bar as well as those who come from foreign countries and want to learn English in china. All kinds of information related to services are also included.In general, the key elements of the persistence in its success rely on whether XinhuaNet is capable to keep the compound talented personnel stay and whether, by applying the latest technology, it is able to provide the netizens with the adequate rights drawn form the network and to make sure the netizens can browse any information they want as soon and convenient as possible.