The Research On The Operation Of The Party Newspaper Of CCP At The Revolutionary Base Area In 1937-1949

It is the period of Anti-Japanese War and Liberation from 1937 to 1949.The Chinese Communist Party went deep into the enemy's rear,established many revolutionary bases,and persisted in the struggle against the enemy.At the same time,the CCP's journalism flourished in the base.They widely disseminated the CCP's policy,united the people,and became a powerful weapon against the enemy.After Anti-Japanese War burst out,the North China anti-Japanese base areas have been established.Shanxi-Chahar-Hebei Daily(Anti-enemy Paper),Shanxi-Suiyuan Daily(Anti-Japanese Daily),Xinhua Daily(North China Edition),Taiyue Daily published and created a miracle in the struggle against the enemy.In the past,the research of newspapers in this period has focused on the publication of content,publicity strategies and cultural attributes.They had less research on its operating exploration.This article will comprehensively study the operation of newspapers in North China during this period and prove that the operating exploration is a universal behavior.Importantly,this paper will focus on combing the pricing changes and advertising operations of the Shanxi-Chahar-Hebei Daily and systematically discusses its operation ideas.Using examples to reflect the situation in each base.Shanxi-Chahar-Hebei Daily was founded in December 11,1937.It formerly known as Anti-Enemy Paper and published every three days.On 7 November 1940,it was changed to a daily publication.Finally,it published the last issue in June 14,1948.It had existed for ten years and six months and three days.It is one of the earliest newspapers founded by the Chinese Communist Party in the enemy's anti-Japanese base area and the longest regional newspaper published by the revolutionary base.The newspaper was free at the beginning but it was unable to be supported.So,operators decided to stop publishing to groups and individuals for free,began to seek subscribers.The paper began to publish the pricing information in April 1938,and then continue to publish the notice of changing price,the notice of promotion,the notice of advertisement,etc.improve the distribution department,management gradually to the regularization.It improved the distribution department and made operating to the regularization gradually.In a five-year review,the president of the newspaper said that the percentage of book fees paid back increased and the loss decreased after several years of efforts.Although it was impossible to achieve profitability,recovered a certain price.It can be seen that its operating exploration is effective to a certain extent.It is noteworthy that the pricing is in the rising state from the beginning to the end.And there are different changes in the operation of advertising.This article will be based on this perspective to start research.The first chapter of my article will introduce the background of the research,the purpose and significance of the research,the status quo and so on.The second chapter starts from the political environment and the economic environment from 1937 to 1949.And talking about the universality and necessity of operating at each CCP's base area.Then combs the operation of each newspaper.Chapter three introduces and analyzes the pricing changes of Shanxi-Chahar-Hebei Daily,and then sums up the relevant pricing strategies.The fourth chapter mainly introduces the situation of advertisement,and then analyzes the characteristics of advertising through the "publication method" published in different periods.The fifth chapter summarizes the operating ideas of Shanxi-Chahar-Hebei Daily on the basis of pricing changes and operating advertisements.It analyzes the contents from four aspects,which follow the changes of the environment,insist on cost,attention to service and sales and strive for self-sufficiency.Through the above discussion,fully reflect the operating ideas of base newspaper which insisting on publishing and achieving self-sufficiency in the war environment.