First Financial All Media Strategy: Problem And Innovation

It has been 11 years since China Business network established in 2003. During this period of time, CBN has faced with the challenges of financial media from home and aboard and continued to fight for the discourse power. By the meantime, CBN also tried to improve the brand value.In the development process of CBN becoming a omnimedia, the quality of CBN’s omnimedia development has been an issue of concern. This paper describes the current situation that all the media of CBN interactive with each other through its platforms. The paper also tries to analysis the problems that exists in the omnimedia development of CBN. Among all these problems, the bondage of institutional mechanisms that will be the vital problem to be solved.In order to cope with this situation, this paper raise the idea that CBN should change the "audience" concept to "user" concept. CBN has already aware the importance of this concept. The author describes that CBN has begun to give a shot in financial services area. Such an attempt means merely the transition started, the author propose CBN should construct its own financial services platform as an innovative point for future development. Constructing a financial services platform will provide a new platform for interaction between CBN’s all media. Throughout the financial media at home and aboard, CBN definitely has the ability to build their own financial services platform.