| Online news has witnessed a rapid development in China with the popularization and application of Internet. As a crucial publicity channel, the local news websites are greeting new opportunities for development after the first ten-year booming. However, the local news websites are also encountered with great trials in a circumstance where the competition is more and more fierce in domestic Internet media industry.By taking Sichuan News Net, a key provincial news website of Sichuan, as the research object, this paper, on the basis of investigation and analysis of its market, aims to analyze development status of Sichuan News Net with various analysis methods, such as PEST analysis, SWOT analysis and SPT analysis, and relevant discipline knowledge as well as the capability and resources of Sichuan News Net itself, and also to propose some necessary marketing strategies. It is expected that it can offer some reference for construction of local news websites.Part I of this paper introduces writing background, purpose, significance and applied theories and makes a brief introduction to development status of Internet news of China. Part II introduces the development history of local news websites, general development situation of Sichuan News Net and encountered difficulties. Part III illustrates basic external factors affecting development of Sichuan News Net with PEST method and makes an analysis on internal resources and conditions of Sichuan News Net. Part IV elaborates comprehensively the internal advantages and disadvantages, external opportunities and threats of Sichuan News Net with SWOT method. SWOT matrix of Sichuan News Net was built based on analysis and SO strategy, WO strategy, ST strategy, WT strategy and other strategies were formulated on this basis. Part V, the market of Sichuan News Net is analyzed and a market positioning analysis is made with STP method and consequently applicable marketing strategies are put forward for Sichuan News Net. |
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