Research Of Party Newspapers-New Media Strategy Under Media Convergence

With the rapid development and growing popularity of internet, new media has become to play a strong media function. We firmly bundled together by microblog, wechat and other instant messaging tools. The influence of traditional media is in decline, the party newspaper has been faced advertising profits down, circulation, readership loss reduction and many other problems. Whether the party newspaper can receive the “golden age of newspaper” based on new media has become a hot topic under media convergence.As the respective party newspaper of their provinces, Guangxi Daily and Hunan Daily have big authoritative impact. And they start to put new media strategy into practice under media convergence. Guangchuan More Code and New Hunan APP have a certain impact, but there are some shortages as also. This paper chooses Guangxi Daily and Hunan Daily as examples to have a detail research of their new media developing strategy based on this background.The first chapter describes the current situation of new media's development, and the function of new media in the party newspaper's publicity work. The second chapter analyzes the strategies and measures of new media between Guangxi Daily and Hunan Daily. They both have set up the new media departments, find out the deficiencies, problems and the effect of Guangchuan More Code and New Hunan APP. The third chapter carries on a detail analysis of national provincial party newspaper's living environment with the SWOT method, and find out the weaknesses and threats to develop new media under media convergence. The fourth chapter indicates some successful experiences of Guangxi Daily and Hunan Daily, and proposes some strategies for new media's development of provincial party newspaper. The last part has a conclusion based on the above chapters that party newspaper need to develop new media under media convergence. Then find out the shortage of this paper and point out the direction of further research.This paper starts with the strategy of new media between Guangxi Daily and Hunan Daily. Look for a strategy of new media for provincial party newspaper under media convergence. Point out that the party newspaper should build a brand image of new media products, exploit multi-level industrial chain, create a main body in media market and expand multi profit channel. This paper will look into the interdisciplinary research with many subjects such as information science, sociology, economics, management and communication, analysis and enrichment some related content of new media's research, and provide a new perspective for the provincial party newspaper.