金融信息服务，由于能够及时准确地传播金融信息，有助于促进金融行业的发展，因而
具有重要的地位。经济和金融的发展，导致了人们对于金融信息服务的需求增加，为金
融信息服务行业的发展提供了广阔的发展空间。

第一财经是中国最具影响力、品种最完整的财经媒体集团，致力于为中国广大投资
者和商界、经济界人士，以及全球华人提供实时、严谨、高质的财经新闻，打造具有公
信力和强大影响力的全媒体金融与商业信息服务集团。金融信息事业部作为第一财经旗
下独立运营的机构，成为第一财经拓展金融信息服务领域的排头兵，并于 2014 年初推
出了第一财经金融终端，旨在服务于中国一、二级资本市场的机构客户。

首先，根据哈佛大学迈克尔.波特提出的五种力量模型，对第一财经金融信息服务
进行行业竞争分析；通过对国内外金融信息服务领域的研究和分析，找到对标企业，判
断行业的发展趋势和所处的经济环境、市场环境，从而明确行业未来的可成长性和企业
的上升空间。

第二，通过对第一财经金融信息事业部业成、财务、营销、数据、客户等资源条件
的分析，根据美国旧金山大学教授韦里克提出的 SWOT 分析模型对第一财经金融信息进
行公司战略和优劣等分析；旨在突出第一财经金融信息事业部的经营战略和营销优势。

第三，本文将市场营销学 STP 理论的市场细分、目标市场、市场定位和 4Ps 理论的
产品策略、价格策略、渠道策略、促销策略创新性的融合起来，进行分析和研究，形成
最终整体的可执行营销策略，再通过市场实践对营销策略进行检验和修正，力图在金融
终端市场中探索一条新产品市场营销的适用道路，利用新产品塑造第一财经金融信息服
务品牌，实现公司发展壮大的宏伟目标，以保证企业在激烈的市场竞争中立于不败之地，
并求得快速良性成长。

关键词 五种力量模型 SWOT 模型 STP 理论 4Ps 理论 金融终端Abstract
II
Abstract
Currently, big data , cloud computing and Internet become the core and lifeblood of
China 's economic development and reformation. Due to helping the timely and accurate
financial information dissemination，financial information service promotes the development
of the financial industry. Economic and financial development has led to the increasing
demand for financial information services，and provided more room for the growth of the
financial information service industry .
CBN (CBN) is China’s most influential full-service Financial Media Group, which
dedicates to provide real-time, accurate and high-quality financial news to Chinese investors
and businessmen all over the world. CBN is also committed to build up a credible and
influential financial Media and business information services group. Berger，as a subsidiary of
CBN , becomes the pioneer of CBN financial information services . In early 2014, Berger
launched its first financial information terminal, which was designed to serve all Chinese
institutional investors in capital market .
First of all, based on Michael. E. Poter's five-forces model（Harvard University），the
industry competition analysis was conducted on the CBN. Through the research of the
domestic and foreign financial information service, the Benchmark enterprise was identified,
and the development trend of the economy and market was determined. Then the room for
enterprise’s growth was clear.
Secondly, by conducting strategic research through Weihrich’s SWOT analysis model (a
professor of the University of San Francisco), and by analyzing the shareholder of Berger,
organization structure, senior management team, business lines, financial situation, key
customers, the competitive advantages of Berger were highlighted.
Third, based on the STP marketing theory of market segmentation, target market, market
orientation, and 4Ps theory of product strategy, price strategy, channel strategy, market
promotion, promotion strategy, the executable optimal marketing strategy was developed; and
then through the implementation of the marketing strategy, a new way of using new product