SWOT Analysis of Reference News with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Xinhua News Agency
Chinese language daily newspaper
Largest circulation in mainland china with 3 million
Chinese reading population
Cadres and their families, professionals
Chinese government’s official news ,so ,trustworthy and reliable
1. Published in other languages for ethnic minority groups in China 2. Only window to have a glimpse of outside world until 1980 3. Selects articles from world’s major news agencies and journals 4. Made available to the entire Chinese public
5. Good distribution network and updated news
1.Decline in circulation from 11 million in 1980 to 4 million in 1985 due to competition 2.No free opinion is allowed to be printed in the newspaper
1.Making the newspaper independent will give some authenticity to the news printed 2.Bringing e-paper may prove to be a strategic advantage 3.Add more interesting features to make the news attractive in the paper
1. Cut throat competition from other players in this sector 2.Government regulation on press is an obstacle 3.Further decline in circulation may happen in near future
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