Yunnan City Party Newspaper Transformation Research

The local party newspaper is the backbone of the national party newspaper system, as well as the regional dominant media in contemporary newspaper industry. With the infiltration of the provincial powerful medium, conversion of the regional media landscape, and the booming development of new medium, the surviving environment and the development trend of the local party newspaper have undergone profound changes. Although most local newspapers are still able to maintain the dominance positions, the development prospect is not optimistic. In the frustrated situation of local Party Newspaper reforming in Yunnan Province, Yuxi Daily has successfully transformed to the first local Party Newspaper in Yunnan Province, except for provincial capital Newspaper, of which the non-financial investment grossed over the financial investment.Based on macroeconomic analysis of development status and trends for the nationwide local Party Newspaper and Yunnan local Party Newspaper, this paper did a case study of Yuxi Daily, delving deeply into its process of transition by thoroughly investigating six aspects-the transformation of media positioning strategy, the reconstruction of the news concept, the news resource development, the construction of media platform, the breakthrough of business model, and the contradictions during the reforming, and then proposing four paths of the Yunnan local Party Newspaper reforming, which are, to create the regional number one media, to form a multi-dimensional profit model, to localize the dissemination pattern of culture, and to achieve All-Media seamless cooperation. The investigation and suggestion would hopefully provide valuable reference from both theoretical and operational dimensions for other Yunnan local Party Newspaper on their reforms.