| As a world class news group,Xinhua News Agency aims to become one of the first rate financial information suppliers,providing and broadcasting authoritative financial news and analytical reports nationwide and internationally. Nevertheless,to meet customized needs for information,how to make and implement effective marketing strategy became the key to improve Xinhua News Agency's development in market competition because only by conducting right marketing strategy can an organization possibly become the leader in the market.Therefore this paper researches Xinhua News Agency's online financial information service marketing strategy by analyzing the agency's current operational condition combined with analysis of marketing theories and the existing situation of the industry.This paper also adopts a combined methodology of theories and practices,focusing on market condition analysis,industry competition analysis and target market analysis, utilizing PEST Environmental Analysis,Michael Porter's Five Forces Model and STP target market analysis to conclude what are the most appropriate marketing strategy for Xinhua News Agency's online financial information service.Product strategy,price strategy,channel strategy and promotion strategy are included.Through this paper,we hope reasonable marketing and developing suggestions can be provided to financial information suppliers.Moreover,we would like to add values to the researches of transformation from traditional media to new media, discovering more ways for traditional media transform successfully to new media. |
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