China Business Network Financial Terminals Marketing Strategy

Currently, big data, cloud computing and Internet become the core and lifeblood ofChina ’s economic development and reformation. Due to helping the timely and accuratefinancial information dissemination，financial information service promotes the developmentof the financial industry. Economic and financial development has led to the increasingdemand for financial information services，and provided more room for the growth of thefinancial information service industry.CBN (CBN) is China’s most influential full-service Financial Media Group, whichdedicates to provide real-time, accurate and high-quality financial news to Chinese investorsand businessmen all over the world. CBN is also committed to build up a credible andinfluential financial Media and business information services group. Berger，as a subsidiary ofCBN, becomes the pioneer of CBN financial information services. In early2013, Bergerlaunched its first financial information terminal, which was designed to serve all Chineseinstitutional investors in capital market.First of all, based on Michael. E. Poter’s five-forces model（Harvard University），theindustry competition analysis was conducted on the CBN. Through the research of thedomestic and foreign financial information service, the Benchmark enterprise was identified,and the development trend of the economy and market was determined. Then the room forenterprise’s growth was clear.Secondly, by conducting strategic research through Weihrich’s SWOT analysis model (aprofessor of the University of San Francisco), and by analyzing the shareholder of Berger,organization structure, senior management team, business lines, financial situation, keycustomers, the competitive advantages of Berger were highlighted.Third, based on the STP marketing theory of market segmentation, target market, marketorientation, and4Ps theory of product strategy, price strategy, channel strategy, marketpromotion, promotion strategy, the executable optimal marketing strategy was developed; andthen through the implementation of the marketing strategy, a new way of using new product to shape CBN brand, to realize the strategic goal of company development, to ensure thehealthy and rapid growth and the success of the company in the intense market competition,was exlored.