本文選題：“新華08” + 新華社��； 參考：《浙江大學(xué)》2015年碩士論文

【摘要】：“新華08”是新華社自主研發(fā)的金融交易服務(wù)平臺(tái)。在經(jīng)濟(jì)全球化中,我國(guó)在金融話語(yǔ)權(quán)較弱,定價(jià)權(quán)缺失,金融安全和信息安全受到威脅和挑戰(zhàn),建設(shè)一個(gè)國(guó)際化金融交易大平臺(tái)迫在眉睫。新華社作為中國(guó)國(guó)家通訊社和最權(quán)威的新聞機(jī)構(gòu),建設(shè)金融交易服務(wù)平臺(tái)可以掌握金融信息的采集權(quán),增強(qiáng)金融信息的發(fā)布權(quán),形成金融產(chǎn)品的定價(jià)權(quán),提高金融領(lǐng)域的話語(yǔ)權(quán),有效維護(hù)我國(guó)的金融和信息安全,提升我國(guó)的金融信息服務(wù)能力。然而, “新華08”投入已有7年之久,與彭博社、路透社行業(yè)分析、運(yùn)營(yíng)能力等方面仍顯差距。為提升“新華08”的品牌形象,加強(qiáng)新華社對(duì)經(jīng)濟(jì)信息類服務(wù)建設(shè),本文在集成信息服務(wù)的理論研究基礎(chǔ)上,運(yùn)用理論聯(lián)系實(shí)際、定量與定性相結(jié)合的方法,對(duì)“新華08”的市場(chǎng)營(yíng)銷策略進(jìn)行分析。首先,本文回顧了新華社近年來(lái)營(yíng)銷體制改革的成果及研發(fā)“新華08”的必要性,并在此基礎(chǔ)上,分析了“新華08”的市場(chǎng)營(yíng)銷環(huán)境以及線上閱讀平臺(tái)的運(yùn)營(yíng)狀況,如微博、微信公眾號(hào)。其次,本文以企業(yè)等付費(fèi)用戶群與線上用戶群進(jìn)行定位,運(yùn)用市場(chǎng)營(yíng)銷組合理論,為“新華08”的企業(yè)等用戶群設(shè)計(jì)了在產(chǎn)品、定價(jià)、促銷、渠道、權(quán)力、公共關(guān)系方面的市場(chǎng)營(yíng)銷組合策略,并對(duì)微博運(yùn)營(yíng)做一簡(jiǎn)單策劃。最后,研究新華社發(fā)展“新華08”的對(duì)策,即如何運(yùn)用市場(chǎng)化機(jī)制增強(qiáng)“新華08”的競(jìng)爭(zhēng)實(shí)力,以便與路透、彭博等機(jī)構(gòu)在全球金融信息服務(wù)市場(chǎng)上形成“三分天下”的局面。
[Abstract]:Xinhua 08 is a financial transaction service platform independently developed by Xinhua News Agency. In the process of economic globalization, our country is weak in financial discourse, lack of pricing power, financial security and information security are threatened and challenged, it is urgent to build an international financial transaction platform. As China's state news agency and the most authoritative news agency, the construction of a financial transaction service platform can control the right to collect financial information, enhance the right to issue financial information, and form the pricing power of financial products. Improve the voice of the financial field, effectively maintain our financial and information security, improve our financial information service capacity. However, "Xinhua 08" has been invested for seven years, with Bloomberg, Reuters industry analysis, operating capacity and other areas still show a gap. In order to enhance the brand image of "Xinhua 08" and strengthen the construction of economic information service by Xinhua News Agency, based on the theoretical research of integrated information service, this paper applies the method of combining theory with practice, quantitative and qualitative. Analyze the marketing strategy of Xinhua 08. First of all, this paper reviews the achievements of Xinhua's marketing system reform in recent years and the necessity of developing "Xinhua 08", and on this basis, analyzes the marketing environment of "Xinhua 08" and the operation of online reading platform, such as Weibo, WeChat Public number. Secondly, this paper uses the marketing combination theory to design the products, pricing, promotion, channels, power for the "Xinhua 08" enterprise and other user groups. Public relations marketing mix strategy, and Weibo operations to do a simple plan. Finally, the paper studies the countermeasures of Xinhua News Agency's development of "Xinhua 08", that is, how to use the market-oriented mechanism to enhance the competitive strength of "Xinhua 08" in order to form a "three-tiered world" situation with institutions such as Reuters and Bloomberg in the global financial information service market.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G219.22-F

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本文編號(hào)：1897020