Research On The Strategies For Party Newspaper To Survive And Develop In The New Era

After passing through the ups and downs of the 20th century, party newspapers in China are now moving forward in a new century. But in the new era, with the background of marketing economy, the living environment for them has changed dramatically: there are not only hopes and chances but also difficulties and challenges. This paper first gives a close analysis on the current situation of party newspapers in China, and then it presents some workable strategies in hope that they can help the party newspapers adapt to the new living environment better and fulfill their responsibilities in the new era. It's expected that the paper will not only bring some enlightenments to the party newspapers in terms of theory, but also help them to solve different kinds of problems in practice.Besides the preface and the ending, this paper can be divided into five chapters.Chapter One: Party newspaper in China in the 20th century. This chapter includes two parts:"general introduction about the history of the party newspaper in China", and"finding some valuable developing strategies for party newspaper from history".Chapter Two: Challenges and chances meet at the turning point of the 21st century. This chapter is consisted of three parts: first,"the period of warring states in media industry"; secondly,"puzzles faced by the party newspaper"; thirdly,"to seize the chances and to meet the challenges".Chapter Three: Communication theory and its enlightenment to the party newspaper strategies in the new era. This chapter is divided into two parts:"agenda-setting theory and news planning"and"audience theory and reader strategies".Chapter Four: Business strategies for party newspaper in the new era. This chapter includes four parts: first,"news and comments being revitalized in the reform period"; secondly,"enriching supplements and building it as an attractive garden for audience"; thirdly,"recomposing types of the party newspaper"; fourthly,"interaction between traditional newspaper and the new media---internet".Chapter Five: Managing strategies for party newspaper in the new era. This chapter is consisted of four parts:"strategies for party newspaper's collectivization";"strategies for party newspaper's publishing and advertising";"strategies for human resource of party newspaper"as well as"the image-building and branding strategies for party newspaper".