The Roles Finance Web Portals Play From A Integrated Marketing Theory

Along with the development of the internet business model, precise orientation and effective spreading of finance web portals have become an important strength in internet media. Integrated marketing theory has become more and more thriving in China and finance web portals combine the core concept of integrated marketing with their own particular advantages, which enable them to better facilitate the development of internet media.The author's investigation of the current state of finance web portals mainly focused on a detailed discussion of the production of information products, relationship marketing, role orientation and other aspects of finance web portals. Moreover, after analyzing the roles that finance web portals play from a integrated marketing perspective, the author is convinced that the development of finance web portals should establish value marketing theory. There by correctly handling the relationship between the advertisers and the audiences, especially to deal objectively with the commercial news and negative news of cooperation partners, in order to maintain the credibility of finance web portals. After investigation and analysis, the author also found that at the moment the misunderstanding of marketing and social negative effects caused by excessive commercialization exist in the developing process of implementation of integrated marketing of finance web portals.Based on above findings, the author adopts economic and statistic models to quantify the effect of integrated marketing, which offers specific consideration and strategy on how to control spreading effect. He emphasizes the importance of remodeling the marketing spreading ecology, pursuing the derived value of a tripartite-win, completing effective public relation crisis management model, making the best of their advantages to develop orientation technology, interacting between off-line and on-line spreading etc. in order to effectively develop finance web portals and enhance the effect of integrated marketing. The article is based on the spreading of integrated marketing, which offers a new angle for studying media roles, and hopefully to raise more consideration about the role of media and orientation in the new business environment.