“新华08”经济信息集成服务策划方案

发布时间：2018-05-16 13:40

本文选题：“新华08” + 新华社　；参考：《浙江大学》2015年硕士论文

【摘要】：“新华08”是新华社自主研发的金融交易服务平台。在经济全球化中,我国在金融话语权较弱,定价权缺失,金融安全和信息安全受到威胁和挑战,建设一个国际化金融交易大平台迫在眉睫。新华社作为中国国家通讯社和最权威的新闻机构,建设金融交易服务平台可以掌握金融信息的采集权,增强金融信息的发布权,形成金融产品的定价权,提高金融领域的话语权,有效维护我国的金融和信息安全,提升我国的金融信息服务能力。然而, “新华08”投入已有7年之久,与彭博社、路透社行业分析、运营能力等方面仍显差距。为提升“新华08”的品牌形象,加强新华社对经济信息类服务建设,本文在集成信息服务的理论研究基础上,运用理论联系实际、定量与定性相结合的方法,对“新华08”的市场营销策略进行分析。首先,本文回顾了新华社近年来营销体制改革的成果及研发“新华08”的必要性,并在此基础上,分析了“新华08”的市场营销环境以及线上阅读平台的运营状况,如微博、微信公众号。其次,本文以企业等付费用户群与线上用户群进行定位,运用市场营销组合理论,为“新华08”的企业等用户群设计了在产品、定价、促销、渠道、权力、公共关系方面的市场营销组合策略,并对微博运营做一简单策划。最后,研究新华社发展“新华08”的对策,即如何运用市场化机制增强“新华08”的竞争实力,以便与路透、彭博等机构在全球金融信息服务市场上形成“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.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G219.22-F

【参考文献】