Yangzi Evening Phenomenon "analysis

The thesis works on the research of "the Yangtse Evening Post Phenomenon". Based on the analysis of the phenomenon, the thesis discloses the reasons for the phenomenon from subjective and objective aspect.In the thesis, "the Yangtse Evening Post Phenomenon" is defined as: the circulation of the newspaper maintaining increase pace from the initial issuance, taking the leading role in the newspaper competition even when most of evening papers are faced with severe condition, the newspaper readers forming group effect.The thesis summarizes subjective reasons for the phenomenon which include: focusing on the newspaper quality, centering on the readers' need, ensuring the smooth circulation channel, keeping the pace with the period and creating new growing points constantly for the newspaper.The objective reasons for the phenomenon are summed up as follows: the historical publication prosperity of Jiangsu Province establishing a foundation for the development of the newspaper, the leading economic level of Jiangsu Province since Ming Dynasty providing physical guarantee, people's psychological emphasis on literature and culture of Jiangsu Province forming inner stimulating power. In short, the shaping of the "the Yangtse Evening Post Phenomenon" results from the history, economy and cultural psychology of the region.