Party Newspaper Site Construction Strategy Research

Since the 1990s, with the wide spread of digital technology and the blossom of new media, the networking feature of information dissemination is increasingly apparent. The entire media industry is more and more profoundly infiltrated by the digital wave, and the traditional advantages of "part organ" are being challenged.Along with the transition of "part organ", the development of its website, especially at Chinese Communist Party Central Committee level, has caused wide public concern. Thus research on "part organ" website will not only provide some references for itself and other media website, but also broaden the vision for other traditional media.This thesis researches the hotspot issues from both industry and academia, tries to figure out the answers of some critical questions about development of "part organ" websites, e.g. how to dig out their potential functionalities and transition modes, under the pressures from authority and commercialization? How to find their suitale development strategies? How to transform themselves to mainstream media centers with higher influence, etc.Based on the existing research, this thesis systematically analyzes the evolvement of "part organ" websites. By taking "People's Network", website of the biggest part organ-"The People's Daily", as the object of study, this thesis analyzes its content management model, business model, and profit model using combination of qualitative and quantitative analysis. Furthermore, this thesis gives out some prediction about the future trends of "part organ" websites, aims to find out some feasible solutions that can break the bottlenecks preventing them from healthy evolving.