"Jiangxi Daily," Journal Of Urban Research

The party newspaper in our country plays a very important role, which it not only helps the Communist Party and the government to publicize the party’s principles and policies, to strengthen the connection between common people and the Party, but also to promote political, economic, social and cultural development. There is no doubt that since our Party has established for60years, the party newspaper has a steady development, which has become a guide to China’s mainstream public opinion, one of the authoritative media. However, there are some problems that we should not ignore at present, for example:the reduction of readers, low rate of reading, weakness in readability, and the worst thing is that the party newspaper’s institutional mechanism is not flexible enough that it is inferior to the Evening News and City News in the market, and so on.To solve these problems, much party newspaper has been carried out some reforms. Some of them has been succeeded, such as "Nan fang daily","Guangzhou Daily","Yanfu Volkswagen","Shaanxi Daily" so on."Nanfang Daily" holds a new concept--"a high degree determines the influence", and succeeds in shaping a mainstream political major newspaper;"Guangzhou Daily" carries out a thorough market-oriented reform, and has developed so quickly that it has become the party newspaper market-oriented model."Jiangxi Daily" also has been exploring new ways for their own development. In2005, it has began to brew a new round of revision, and successfully revises the" Urban XinKan in2009."Urban XinKan" has made reform and innovation boldly in many fields for three years. It also succeeds in the positioning, business of newspaper and management system and so on. Fortunately,"Urban XinKan" in Jiangxi Daily awards the first prize by the twentieth,21th Chinese journalism respectively in2010and2011. In this paper, the author explores a full range in the business and innovation of system in Urban XinKan through the text analysis and attempts to summarize some of the newspaper law and find a new way for the market-oriented reforms in the party newspaper.