"The Wall Street Journal," Chinese Network, The Official Microblogging Communication Strategy Research

Wall Street Journal is the one of international media that opened market inChina by establishing Chinese website. With appeal and influence of global famousfinancial media’s serious, professional, authoritative brand image, after twelve years’development, it has set up social reputation and acquired wide, stable audience group. InChinese native communicative circumstances, its development strategy have adjustedand innovated for many times. Operation mode is basically fledged up to now, whichis representative and typical on orientation of the audience, brand marketing, channeldevelopment and so on.Wall Street Journal’ Chinese website and official Micro-blog are the objects ofthis research. Using empirical approach, such as sample survey and content analysis,I made some quantitative analysis about them. After then, I generalized theirpropagating features, such as reporting theme, spread means, dissemination ofinformation and so forth. I also explored their specific communication strategy foroffering reference and enlightenment on external communication of China.