Study On The Strategy Of Internationalization Of Limited By Share Ltd Xinhuanet.Com

At present, with the rise of China’s internet industry and the speeding up of globalization, the recognition degree of China’s news websites in the world reaches unprecedented heights. More and more news websites not only to meet the domestic market, they begin to develop the international market at the same time. Xinhua net as the main force of the main news website directed by the CPC central committee and the state council is not far behind, promoting the internationalization strategy actively, toward the aim of becoming the international first-class and strong innovation ability internet company. However, the inefficient situation of China’s international journalism seriously affected and restricted the development of China’s news websites, at the same time, compared with the international news websites, Xinhua facing many bottlenecks is relatively backward. Therefore, the study of international strategy to enter the international market is imminent. On the one hand, it can help Xinhua further understand the development trend of domestic and foreign markets and examine its own problems, and then, Xinhua may adopt a more scientific and reasonable international strategy. On the other hand, it can help to change China’s media international system and improve the international influence of China in the world.Firstly, the context elaborates the background and significance of topic selection, research methods and content, and correlates the theories about the path of the internationalization of domestic and international media group, accumulating the basis for writing late. Secondly, the context studies Xinhua’s organization structure and operation mode, and explores the present situation and existing problem of Xinhua by reviewing Xinhua’s growing experience. Thirdly, the context analyses Xinhua’s internationalization market competition status using Michael porter’s five forces model which contains the rivalry among competing sellers, potential new entrants, threat of substitute product, buyer bargaining power and suppliers bargaining power. Fourthly, the context analyses Xinhua’s internationalization development using the SWOT analysis. Fifthly, the context plans the internationalization development strategy of Xinhua net, containing the principles, steps and market competition strategy. Sixthly, the context develops the countermeasure and suggestion from four aspects which contains the content construction, management mode, technology and mechanism system.