The Development Strategy Of The Party Newspaper After The New Media's Booming

In Our society, the party newspaper plays a decisive role in the traditional media, as the organ of the Central Committee of China, the main task is to publicize the Party's theory, principles, policies, publicize the major decisions and plans of the Party and the State, to explain the national affairs policy interpretation, to analyze the national development situation, to promote Thought of Mao Zedong and Theory with Chinese characteristics socialism of Deng Xiaoping, and Scientific Development, to guide the correct ideological to the masses, so it is considered as the "mouthpiece" by Central Committees and all people in our country, the masses call it "good friends" for its authority, guidance and news. As it can be said, the Party newspaper takes a double task. All the time, the Party newspaper has played an irreplaceable role in the public media, and keeping the status of the mainstream media.However, the new media including Internet and cell phones, represented its strong advantages by the diversity of its manifestations, informative and timely news and business operation, compete boomingly in the media market, so as to make the contradictory traditional media more competitive. The Internet is the fastest growing medium in human history, fast and violent, beyond all people's imagination, At present, it has nearly 300 million Internet users in China; Another new medium is mobile media, it has developed accompanied by the development of modern network technology, it passes information through mobile communications technology, and the biggest feature is the ability of mobile and wireless. According to MⅡstatistics, China has 700 million mobile phone users until now, and it is called "ubiquitous", the Party newspaper is facing unprecedented challenges. But in recent years, the Party newspaper is changing. Through the traditional methods of reform, including enhancing the quality of news, improving the status of authority, keeping the mainstream media, continue to promote the theme of the mainstream, it has improved now in aspect of content, layout, distribution, advertising, and so on, and improve its core competitiveness by a new model of interactive with newspaper and network, and now it has achieved initial results. However, this improvement doesn't achieve the requirements of market and readers. In the new media environment, how to make the good Party newspaper served not only good for the party and government, but also for all people, this is an issues needed to carefully study and discuss.These papers focuses on the analysis of these issues and explore the reasons in the root of the problem, so as to find some way that can promote the Party newspaper and make it develop healthily in the new era under the new media environment.Firstly, Introduction of this paper introduces the research background, then analyzes achievements and shortcomings in previous studies, at last, it points out that the purpose and significance of this study, and research methods used by the author. This article consists three parts to start on.The first part of this paper is that the living conditions of Party newspaper in the traditional media environment, mainly focus on qualitative analysis of the Party newspaper, give a brief overview on the Party newspaper's features, history, their own strengths, weaknesses, opportunities and challenges, then conclude that the conditions of Party newspaper in the traditional media environment.The second part of this paper analyzes the new media environment: including definition, features, present conditions of new media and influence on Party newspaper, at last, analyze conditions of Party newspaper in the new media environment, it points out the challenge of Party newspaper faced up.The last part of this paper is that the reform strategy of Party newspaper in the new media environment, take aspect of reform of Party newspaper by itself and interactive with newspaper and network, mainly take "China Daily","Guangzhou Daily","Shanxi Daily"as an example to analyze and concludes that Party newspaper must make a new mode of communicate by form of interactive with Party newspaper and network.This paper bases on a lot of reference and information, through the statistical analysis of quantitative research on the all comparation of "People's Daily", "Guangzhou Daily" and "Shanxi Daily," at last, conclusion is obvious.