企业新闻发言人在线访谈专题——中国企业发言人网Enterprisenews spokesman online interview topic - Chinese enterprisespokesman network
Enterprise news spokesman online interview topic - Chineseenterprise spokesman network
Series interview
The Xiantang on record: the Great Wall Asset Management Co witha wealth of news
In April 15th, 14:00-15:00, China' s the Great Wall, AssetManagement Co news, humanities display hall guest guestsinterview, talk about enterprises should learn to use news tocreate wealth. The following is an interview transcript.Compere: everybody net friend, everybody is good afternoon.Welcome to a series of interviews with people' s business pressspokesman. Today we are invited to the Chinese the Great WallAsset Management Co news spokesman Hin Hui Tang poem manager.Hello, Mr. Wen, welcome to the people' s web. Please say helloto the netizens of the people' s daily.
Wen Xiantang: Good afternoon, netizens.
News is a life and death card of an enterprise
Moderator: when you are a spokesman at the same time, also wrotea book called "use news to create wealth", how do you think ofwriting such a book, with friends about it?
Wen Xiantang: I have a dream, just want Chinese enterprises tocreatewealthwith lowcost and evenno cost. Then I do accordingto the spokesman of the ten years, after summarizing andthinking, moving the idea to write a book "create wealth" newsis such a book, this book is the origin of this is to realizethis dream in my heart.
Moderator: we know that there are many ways to create wealth,you can create with wisdom, with the creation of resources,there are many. But people may be unfamiliar with the way inwhichnews is used to createwealth. Does it mean that companiescreate wealth by capturing the information released by mediareports? What kind of concept is this?
Wen Xiantang: actually, what I want to say is not this. It' sthe way to create wealth with information. I said the news isthe creation of wealth, with the way news, is the enterpriseown and to make the news, a news, and then recommend enterprisesto create wealth through this way, rather than the use ofoutside information, but to produce their own news, to createwealth, is such a concept, and the concept is precisely theopposite.
Moderator: Although this news can create wealth, but also adouble-edged sword, sometimes may have the news brought somelosses to the enterprise, and even hit, what do you think ofthis phenomenon?
Wen Xiantang: news is indeed a life and death card enterprise,some news so that enterprises die, businesses have to die. Sanlu
milk powder, for example, was published in September 11th lastyear about Sanlu milk powder, the news of the death of thecompany, so it is still very severe. Some news is for businessstudents, and it has to grow, and even grow fast. Now manyenterprises, people do not understand why it overnight becamefamous. In fact, the news is behind the role. Especially in themedia era, I said the media open era is the traditional mediaand Internet media with more open media, a traditional newsmedia, through the Internet, quickly spread throughout theworld, in this case, the function of news becomes the enterpriselife and death card. I think that' s the concept.
Enterprises should create wealth by means of news
Moderator: you mentioned the use of news to create wealth, thisway there may be many companies have been used, and successful.But at present, it seems that a small number of enterprises arepracticing this way, you feel that the current conditions?,Is it useful for all companies to create wealth with news?Wen Xiantang: it should be applied. We are now a media age, whydo you say so? It should be said that economic globalization,first of all, is the globalizationof economic news. If economicnews is not globalized, economic globalization can not berealized. Therefore, in such a context, our enterprises aresurrounded by a media, the products produced by enterprises tomeet consumer demand, the media should pay attention to theseenterprises on behalf of consumers. So, for now, companies arecreating wealth with news, at least with a few conditions.
The first condition is that we are talking about the increasingdemand for business news. Because what? Consumers should payattention to the quality of life, to buy good consumer products,to invest in some differences, we must through the news tounderstand how the enterprise, through enterprise news tounderstand. Including some listed companies, investors mustunderstand the status of the business through news. This is onekind. Consumers need to know the most reliable informationthrough the most reliable information. What is the mostreliable information is news, not information. Information, noone guarantees its authenticity, and news assured itsauthenticity. This is why people understand the enterprisethrough the news, his desire is increasing, is a condition.The second condition is that our media communication is global.For example, today, the two of us are talking about problemsthat can now be reached in the United States, Europe, or in asecond. This is the second condition for our enterprises tocreate wealth with news.
The third condition is that many of our companies already havethis awareness and are beginning to run in that direction. Thisis a very gratifying point, with this awareness. Now, we aremainly trying to change our ideas, to adapt to this era, tocreate wealth with the news era, this era has arrived. I thinkso.
Moderator: in the open media era, as you said, some news, orsome information, may be seen in the world in a short periodof time, and the speed of communication is very fast. It is tocreate wealth with news, it should be able to do something big.
But some SMEs may not be keen on this approach, and why?Wen Xiantang: it may have been decided by reality. He didn'trealize the function of news. In fact, I particularly want totell those small and medium-sized enterprises, you want todevelop faster, we must use this method, not as in the past asa way to accumulate slowly, slowly development, decades or evenhundreds of years to the development of an enterprise. Now somesmall and medium-sized enterprises want to improve the speedof development, development quality, must use the news tocreate wealth way. What is the biggest problem for SMEs now?He felt that the media seemed to be a relationship of praiseand criticism, whichwas not really the case. Because the mediaalso needs your business information, corporate news. In China,where does the media come from and where does it come from?.If companies do not make news, some media may not live, and itdoes not have news resources. I think every small andmedium-sized enterprise should pay special attention to thisproblem in this respect, how to use news to create wealth andnot to be influenced by traditional ideas. It seems to be forcriticism, for praise, for cooperation between the enterpriseand the media. Most importantly, some small and medium-sizedenterprises, especially when the strength is relatively weak,advertising investment is relatively low, in this case, Isuggest that it in this regard, more ways to think, using newsto create wealth.
Moderator: some are not willing to accept this way of creatingwealth with the news of the enterprise, is not because they areadvertising can rely on, we also know that now advertising costis relatively high, but after all, this is the vast majority
of people easier to accept the way you feel? Do they feel thatadvertising can be relied on?
Wen Xiantang: in fact, there is a phenomenon in our country,I think we should remind them that there is a burning ofadvertising, such as advertising s phenomenon has, but becausesome burning advertising, increased his cost in productinnovation is insufficient, but more adverse to suchdevelopment. Advertising is used for product promotion, mainlyin terms of product promotion. As for the others, advertisingdoesn't work. Including enterprises, we must establish a brandimage, advertising can not do. Maintenance of power,advertising can not do, defuse public relations crisis can notbe done, the expression of enterprise thinking can not do. SoI think advertising investment should be moderate, we can'trely on advertising alone. In this way, we use the news to createwealth, you can save a lot of costs for enterprises, these costsused to innovate, engage in scientific research, engage in newproduct development. I suggest that our enterprises change inthis direction, otherwise our viability may be reduced becauseof the increase in advertising investment. This may beinversely proportional to the relationship.
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