The Research And Analysis On The Specialty Of Dahe Daily

In the current market of newspapers, the urban newspapers competition has shaped into a multiplicity of patterns. Among them, Dahe Daily has gained the predominant advantage in Hcnan's newspaper market. In 2002, Zhengzhou Evening News invested big amount of money for innovation, hoping to defeat Dahe Daily in the market, but ended in failure. What's more, it helped Dahe Daily strengthen its predominance on the contrary. During that period, I took a field trip to Dahe Daily, and got a deep impression for its peculiar styles and characteristics. Through deeply interview and documents analysis, I did some research in the specialty of Dahe Daily and summarized it. Enlightened by the theories in, I studied the forming condition of the specialty of Dahe Daily, and I suggest that the specialty of a newspaper has inalienable relationship with the social milieu and its inner factor I also dissected specialty of administration and management, the journalistic conception and the specialty of news reporting of Dahe Daily. The specialty of management includes: (1) the strategy of accumulating a lot before starting a business; (2) Consider gathering and editing news, advertisement, releasing three in one, never split them; (3) be dead set against the theory of "effective releasing"; (4) humane concern and strict, scientific management mechanism; (5) the incentive system; (6) the competition strategy of adapting to changes quickly. The journalistic conception and the specially of news reporting includes: (1) the spirit of insisting on the justice; (2) adoption of journalist conception and the exercising of "positive reporting": (3) "The eternal change is unchangeable"; (4) put the spirit into newspaper; (5) keep the sense of culture; (6) use (he comment to invigorate the newspaper. Through the analysis of the specially of Dahe Daily, I want to verify such a standpoint that, in the fabric of one dominant newspaper, Dahe Daily can put more attention to the realization of its newspaper spirit after freeing itself from the cut-throat competition; and at the same time, the newspapers like Dahe Daily will also head into the leading newspapers first.