Reference News SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 630

SWOT Analysis of Reference News with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Reference News

Parent Company

Xinhua News Agency


Chinese language daily newspaper



Tagline/ Slogan



Largest circulation in mainland china with 3 million



Chinese reading population

Target Group

Cadres and their families, professionals


Chinese government’s official news ,so ,trustworthy and reliable

SWOT Analysis


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



1. People’s Daily
2.China Daily
3.Guangming Daily

The table above concludes the Reference News SWOT analysis along with its marketing and brand parameters.


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