Channel Jiangsu Of Xinhua Net Media Positioning Analysis And Inspiration

In 2013,president Xi put forward the strategy goal of creating new media with worldwide discourse power.the central net media pioneering in the merketization reform, it shoulders the responsibility of building international competitive media group. Ever since the listing of Renmin net, Xinhua net also followed this trend. During the reform of Xinhua net, all the local channel also appear as the Xinhua Co.,Ltd and participate into the market competitive of news websites.Represented by Xinhua net Jiangsu channel have inherent advantage of brand reputation, but as the communication technology develop itself,the local news market also become more and more complicatedHow do Xinhua net Jiangsu channel gain its own space in the fierce competition by using the accurate media position, that is topic of this paper.Positioning theory is a classic theory in 20 century’s America commercial sector, its appearance once created a sensation in global marketing industry. The presenter of this theory, Jake Traut, is as popular as famous marketing master Philip Kotler and Michael Porter. Positioning theory was praised as the most influential theory in America marketing industry.this paper takes Xinhua net Jiangsu channel as a study subject, in accordance with the position theory, analyze the option of targeted audience.The first part of the paper is the general description of research background, research meaning, research method, important key words. The second part is the analyze of competitive market of Xinhua net Jiangsu channel, vis PEST rule and Porter’s five-force mold. Analyzes the foreign market environment from macro and micro level, then using the SWOT analyze methods,it analyzes the individual internal situation of Xinhua net Jiangsu channel, its strength, weakness, opportunity and threats in competition..The third part analyzed the audience of Xinhua net Jiangsu channel, take Jiangsu netizen as the targeted audience, among which the socially influential people are the important group that Xinhua net Jiangsu channel trying to grasp. Based on the analyze of its internet behavior and interest demands.and states the right positioning strategy that Xinhua net Jiangsu channel should follow.The forth part analyzes the rationality of ideal positioning and problems occurred in the positioning practice based on the market environment and targeted audience, start from Xinhua net Jiangsu channel positioning philosophy. The fifth part analyzes the reason for the derivation between the Xinhua Jiangsu channel positioning philosophy and positioning practice, from individual case to the general situation, put forward the general revelation of central network local channel media positioning strategy.Always including observe the audience change adaptation to position strategy; developing a variety of core products to spread risk;innovative content production go OPU (OGC+UGC+PGC) road; maintain existing brand to maintain the core competitiveness; disseminate of ideas by the information manufacturing to build relations and so on.