The Implication Of The Reform Of "Jiaxing Daily" On The Improvement Of The Core Competitiveness Of Town Organ In The Yangtze River Delta

"Jiaxing Daily", organ of Jiaxing City Party Committee of the Yangtze River Delta, has recently gained prominence through reform, showing a special operation mechanism which is different from traditional operation in terms of layout innovation, product development, and talent management. This successful exploration casts great inspiration and enlightenment on the future innovation of town organ, which is experiencing a difficult time of depression and tardiness of reforming process. It not only rekindles the business and academic circle's passion on reform of town organ, but sets an example for other organs. The present prefectural organ of the Yangtze River Delta region, as a bridge between the local government and the civilians, defends against foreign-invested media's invasion as well as answers the central government's call which requires that "Press mainly benefits to the general urban and rural residents". Probing into this subject, thus, is of far-reaching significance.This paper, combining qualitative and quantitative methods, together with textual material and fieldwork, investigates the reform of "Jiaxing Daily" through the perspective of upgrading the core competitiveness concerning its orientation, news products, brand strategy, personnel development, innovation mechanism, and summarizes its characteristics and contributions in exaltation of core competitiveness. In view of the political, economic and cultural comparability between Jiaxing City and other cities in the Yangtze River Delta region, it is reasonable to promote the experience of the "Jiaxing Daily" to other prefectural organs of the Yangtze River Delta. In conclusion, it is suggested in this thesis that the prefectural organ of the Yangtze River Delta can enhance the core competitiveness through the following six aspects: first, town organ should establish its content on the basis of readership, and the concept should be given priority. Second, the reporting quality should be improved, catering news products to the mainstream readership; Third, by seizing the opportunity of urbanization, the town organ should make an effort to transfer into the city party newspaper; Fourth, great importance should be attached to the establishment of newspaper brand awareness; Fifth, town organ should by every means to attract talents and develop human resources; Sixth, operational mechanism should be innovated, providing system backup for the core competitiveness of press.