Xinhua News Agency Advertising Center Competitiveness Study

This paper is an attempt research on the competitiveness of the Advertising Centre of newspapers and periodicals under the Xinhua News Agency. Firstly, the paper makes a brief summary of the newspapers and periodicals handled by the Advertising Centre under the Xinhua News Agency. Then it analyses and studies the competitiveness of the Advertising Centre from the four aspects including brand image, reader's quality, sales ability and advertising ability of newspapers and periodicals.Based on the personal experiences accumulated in dealing with advertising management of newspapers and periodicals within the Xinhua News Agency in the past, the author studies and analyses those factors in restricting or raising the core and distinctive competences of the Advertising Centre under the Xinhua News Agency, and puts forward specific suggestions with respect to how to recognize the value of the core and distinctive competences and take advantage of it to raise the ability of creative planning, management and theoretical research of the advertisement of newspapers and periodicals of the Advertising Centre under the Xinhua News Agency.Digitalization of newspapers and periodicals is an irresistible trend nowadays. The author analyses the nature and source of the pressure on the traditional paper media, and meanwhile, makes a comparison of the differences and the gap between newspapers and periodicals of advanced countries and of our country. With the acceleration of the course of digitalization of newspapers and periodicals, the great challenge brings new development opportunities. However, the author holds the opinion that the traditional media still maintains its irreplaceable advantages and functions and the advertisement of newspapers and periodicals handled by the Advertising Centre under Xinhua News Agency is still full of vitality and hope.This paper is composed of three parts, the first of which involves the background of the Advertising Centre under Xinhua News Agency as well as the newspapers and periodicals handled by it. The second part focuses on the core and distinctive competences of the Advertising Centre in terms of four aspects such as brand image, while the third part discusses the specific measures for enhancing the core and distinctive competences of the Advertising Centre.It should be mentioned that the Xinhua Network is also a part of the Advertising Centre. However, it is not involved in the discussion of this paper as it falls into the category of network advertising.