| As the Chinese economy is highly developing, the financial media in China begins to play a big role in news reporting. The expansion of investment market is providing a lot more business news and the increasing number of investor is asking for more professional information. The fight for authority in financial news reporting has become a spectacular scenario in the media world of China.Since those who pay close attention to the financial news now are not only limited to professional business men, viewer's attention is becoming more precious than ever. Media has realized the importance of brand strategy to its core competitive abilities in the current fight for loyal readers (viewers).Being the first cross-media and cross-area financial media group in China, CBN (China Business Network) sets a good example to its colleagues for what it has achieved in brand-oriented operation and inner-resources integration. This thesis aims to study on CBN in detail, trying to explain what factors are attributed to its current success. Uses for reference for other financial media are also hoped.This thesis is composed of five parts including an over-all introduction as the first part. The second part summarizes the business background of financial media in China. How CBN was founded and major CBN activities are introduced. This part also explains the concept of brand and why brand strategy is important to the development of CBN. The third part is a detailed analysis of all CBN Medias, which includes its TV, radio, newspaper and website, etc. The fourth part focuses on how CBN is operating as a whole cross-media and cross-area financial media group in China. Building"value-chain", having multiple ways of profit making, and internationalize, also digitize its products and promotions are the three CBN gold rules. The final part is a summarization of its successful and creative experiences. Weak points and where to make further improvements are also pointed out here. |
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