| Along with the quickening of step participating in the world competition, Xinhua News Agency needs not only various forms of reportage, but also it is necessary for this agency to use marketing, this channel, for realizing the value of its news information products. It has strong urgency and practical significance that the function of Xinhua News Agency and its service fields are continuously expanded to enhance marketing work efficiency by strengthening scientific management and news information gathering and marketing.Be one of Xinhua News Agency branches, since Gansu branch Xinhua News Agency set up the marketing team, it has adopted the means of assigning sale missions as the basic management style for the sales. This kind of management style neglects the marketing work which should be one of the links of the news report work, it can not adapt the change and request in the new management environment completely, also can not meet the Xinhua News Agency's needs to develop. Since 2005, Xinhua News Agency has built up the comprehensive system of examination and assessment, and this agency begins to carry out all-directions assessment to the marketing work for all agencies. It is very important for Gansu branch Xinhua News Agency to adapt the change of environment of macroscopic management, make a understand how to be engaged in the marketing management and push forward the fine run of new marketing management style.This thesis begins from analysis of assessment system which Xinhua News Agency main agency made up for all branches, by analyzing market occupancy and potential of Xinhua News Agency 's news information products in Gansu, with practice of marketing management and MBA knowledge, it puts forward a set of relatively scientific management method which will be continuously perfected in the practice, for project management, organization management and control work of marketing management in Gansu branch Xinhua News Agency. |
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