During The Transition Period To Enhance The Core Competitiveness Of The Party Newspaper

The key competitiveness of Party Organ is weakened as its overwhelming advantage in the traditional market loses gradually since the reformation of China. So how to build up and advance the key competitiveness of Party Organ is the problem focused by both academia and society. Nowadays, the media industry develops fast and occurs several trends such as collectivization in organization structure, integration in media form and market orientation in operation. However, comparing with the powerful foreign media, our industry still has a long way to go. Therefore, in order to face the challenge of international media competition, we must solve the problem of mechanism, conception and scale, recognizing the twoness of the media industry, bringing its industry foundation into play, boosting the reformation and innovation in system and mechanism.In media competition, Party Organ has no longer suited today's social circumstances and media market, if retaining its traditional mode. Although it still has no-doubting advantages in politics, resources including human resources and etc, it has faced such challenges as lack of competing mechanism, decrease of reader population, and lag of issuing measures. Changing those inherent advantages into practical competitiveness must rely on the upgrade of the key competitiveness, whose composing mode should be turned from traditional single authority pattern into the new one which is the blend of authority, appetency and press approximation.In order to advance the key competitiveness of Party Organ, we should change behindhand conception and ideas, attract more readers using appetency, as well as do management in accordance with enterprise standards, using modern operating method. At the same time, we still need to make more innovations and build up gradually the conception of connecting people and brand of Party Organ.