Study On Capital Convergence Of Newspaper Of Communist Party Of China In The Context Of Media Convergence

The year of 2014 was called “year of convergence media ”. Media convergence is an important topic as which is introduced to China, which is noticed by many researchers.In China,the newspapers of Communist Party of China are the major role in the course of media convergence. However, in newspaper reform tide, the party newspaper have lost advantages in market competition not to match with their political status and social influence. So how to use capital strategy to improve the competitiveness of the newspaper group, is the focus of this study.This paper aims at the perspective of media economics, summarizes the outstanding problems in the process of capital integration and put forward the corresponding countermeasures. Study found, all levels of party newspaper practice, it seems, is still the biggest party newspaper capital fusion hybrid system bottlenecks, party newspaper positioning and business properties make party newspaper capital fusion decision can not be introduced; Party newspaper unclear property rights definition, lack of management agent system; Investment and financing is not scientific and reasonable, the narrow financing channel and public capital is also the party newspaper of the fusion of common problems. Domestic reform pioneer cases and foreign mainstream newspapers capital integration experience shows that barriers to break through the system, to establish modern enterprise system, make full use of the party’s political position and resource advantage, optimize the investment and financing strategy, can provide strong capital backing for the integration development of party newspaper.