| In the circumstance of economic globalization and financial Informationalization, finance is playing more and more important role in economy. Especially after the Asian financial crisis, financial security in the open market has attracted attention of world-wide countries. Focus on the financial development and administration in China, government strengthen the control for ensuring finance safe. But as it is known, China's financial market is still not open totally, haven't establish an influential international market, the scale of capital market is also smaller, financial products remains lacking. Financial institutions can only play on the platform of Reuters or Bloomberg New, passively take part in the offshore Ring Trading & KERB Trading, gaining less and missing more. Additionally, finance and infornation still haven't been linked closely, China has no power to influence or make a decision in world-wide market. It not only effect national security, but also effect international competitiveness. Upon that, establish an international financial Ring Trading & KERB Trading platform, get the power of making price for China's financial products or influenced by China factors by organizing market trade. As the supporting, the power of making decision is formed by information service, for strenghen nation's power and promote the influence of China economy in the world.As the CCP and people's publicity agency, information center, state news agency and world -class agency, Xinhua agency has gain great advancement during past 30 years. Xinhua agency has formed multi-language, multi-media and multi-culture news information serving system. The collecting system covers more than 100 countries and areas, news information products sell more than 200 countries and areas. From 2002, the marketing reform, Xinhua agency news information users, earning and profit get great advancement. Constructing the financial trade and service platform is not only the call for power of making decision, but also adapt the law of development of modern news agency.September 20, 2007,'Xinhua 08'enters market. It is developed by Xinhua agency under advanced information and communication tech. The terminal serves for economic administration, financial institutions, large and medium-scale enterprises, take part in the competition in the field of bond, foreign exchange, stock, gold, futures and property right trade at home and abroad.'Xinhua 08'offer integrated financial information service such as real-time information, price quotes, historical data, research tools and analysis model. Xinhua News Agency Financial services platform is one of a state project of 11th Five-Year Plan period of cultural development program.This paper analyses the marketing circumstance of'Xinhua 08': on macro-environment, China's financial information market is so large; on micro-environment, China's financial institution, non-financial enterprises, research institution and economic administration are large scale, upon are the potential clients of'Xinhua 08'. At the same time, analysed the competitive position of financial information service industry by the means of Porter Model. Reuters and Bloomberg News play an monopoly role in world market. Their products are perfect and mature, the price in China is also flexible, after service is also all-around. Home financial information service providers have gain lots of market share. The paper also make SWOT for Xinhua agency expanse'Xinhua 08'. As a newer, it's powerful collect and integrated ability is no match for other opponent. Xinhua 08 will grape the vacancy of RMB trade services, take part in the competition with broad opponents.The paper based on the financial serving development, combine marketing theory and use for reference of Reuters and Bloomberg News, design 6Ps marketing strategy for Xinhua 08. On products, establish user-driven demand directed and personalized products, serves for different roles; Protruding the feature of RMB integrated trading platform by the means of differentiated product strategy, and establish characteristics database; Promote Xinhua 08's awareness and strengthen the development of Xinhua 08's mobile telephone edition, video terminal and English edition; Implement Brand Strategy for building up Xinhua 08's image. In the pricing, meet the mode of different role and implement portfolio pricing method; Adopt discount pricing method alluring more and more users. Enter the market fast by the means of low-cost strategy. On the promotion strategy, strengthen communication with customers, by the way of taking pre-trial and advertising. For marketing, home market adopt face to face direct sales, broad market adopt referral to the customer by intermediaries. On rights, Xinhua 08 gets an added attention from CCP Central Committee and State Department, so we can develop the ministries as Xinhua 08's high lever users and extend it to the next level government offices. On public relations, by the way of customer relationship management theory, establish client database, establish face to face sales mode, offer personalized products and service. At the same point, we should deal with the relationship with opponents validly and make aware that cooperation is the main force of development for ourselves. Competition in cooperation, cooperation in competition.As a financial information services system , Xinhua 08 must meet the demand of market and face competition. So, establish market-oriented system, introducing strategic investors, operating for listing, establishing talent selection and training system, scientific management system, seize One-third of the world with Reuters and Bloomberg news.Speeding up the financial information services system construction is the key and burgeoning task for Xinhua's strategic shift and the goal to be modern state news agency. Xinhua 08 aims at social and economic benefits of organic integration. We can only implement trade function, for irreplaceable, for influent and profit. Xinhua 08 has made its first step, despite the long term of establishing transaction system. We trust in the near future, Xinhua News Agency must reach the goal of constructing world's leading financial information service system and RMB business integrated trading system. |
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