Study On "Jinghua Daily"

" Jinghua Daily" is founded by Peng Yizhong to the public as the main target of a reformist newspaper,is also the first vernacular newspaper in Beijing running by Chinese. It was soon warmly welcomed by the readers because of accusations powerful and speaking for the people;Moreover,It has done detailed record for the Chinese regime and the frequent changes of political situation after another in the first 20 years of the 20th century.People's performance and role of the Enlightenment about "Jinghua Daily" had been discussed widely by Literatus;The research of it in journalism still stays in the narrative and presentation stage.On the basis of full search for the text of the "Jinghua Daily",first of all,the paper reviews the development process of the newspaper that the newspaper's history can be divided into two periods—"prosperity" and "difficult to maintain".Then,the paper detailed analyses business strategies of the "Jinghua Daily",such as the compilation,low-cost distribution and active marketing.The business strategy is key to success of Peng Yizhong who found "Jinghua Daily" all by himself.Referring to the character of content,"Jinghua Daily"take"open people's wisdom" as the core,advocating social justice and fighting imperialist as the focus;Referring to the character of column,"Jinghua Daily" has both of the news reports and comments,practicability and interesting.Because of this,"Jinghua Daily" powerfully promote the Enlightenment to the penetration of the lower class.