The Study Of The Globalization Strategy Of Xinhuanet Ltd

Within nearly20years development, domestic news websites have made a big progress in international communication power building. But among the domestic media companies there isn’t any one which is in form of multinational media group with strong international competitiveness. As a result China lacks rights to have a say in the international societies. Nominated as one of the most important news website in China, Xinhuanet possesses both economic and social characteristic. On the one hand, as a company making profits and getting developed is the main target. On the other hand, Xinhuanet also has the duty of propagating China’s image and helping China to gain more voice in international societies. While compared with the international mainstream news website, Xinhuanet is less competitive. Domestic media is about to go global. The key point is how to realize transnational expansion. Studying Xinhuanet’s globalization development strategy has crucial theoretical and practical meaning in promoting domestic media’s international communication power and international influence.This paper is focusing on Xinhuanet’s globalization development strategy study. Firstly, this part of the paper summarizes valuable international propagation experience, through reviewing the history of the Western media group’s globalization development, and analyzing the domestic news media’s current situation in globalization. Secondly, applied with PEST method and Porter’s Five Force Model, this paper analyzes the Xinhuanet’s external strategy environment. Then employing SWOT analysis method in discussing the strengths, weakness, opportunities and threatens in implementing globalization development strategy. According to analysis, it is found that Xinhuanet possesses plenty of favorable resources and policies which will promote its globalizion development further. Meanwhile, however, Xinhuanet is also facing many threatens from both home and abroad. At last, based on the external environment analysis and SWOT analysis, and combined with its current stages of development, the final part of the paper develops proper globalizion development strategy for Xinhuanet.Innovation of this paper is to cultural factors into enterprise internationalization development strategy study, presented Xinhua Corporation’s international strategy, and targeted planning out each stage of the implementation of the objectives. This paper abandon traditional international strategy decision mechanistic principles, and make a project for the strategy implementation process may encounter risks and opportunities. Under the principle of flexible and dynamic, design coordination of implementation of the strategy feedback and adjustment mechanism.