Research On Brand Innovation Of The Supply-side Reform In The Context Of The Provincial-level Party Newspapers

The rapid development of the Internet technology changes the transmission environment,and the traditional media pay the price,take wrong paths or are at loss in the process of adapting to the change.Party newspapers are the core force of China’s newspaper industry,and the provincial-level Party newspapers are the backbone force of the Party newspaper system and undertake the important mission of the transition of newspaper industry.On one hand,it is a fact that the nationwide newspaper advertisements continuously decline,the amount of distribution decreases and the influence diminishes;on the other hand,the newspaper groups led by Party newspapers expediting the cost investment,go deep into the market for sizing up the situation,summarize experiences,and move towards the path of initiating changes through resource integration.There are many practice cases in the two aspects,and many researchers research them,which is of certain reference value for the traditional media to fuse new technologies and stimulate new productivity.Since 2016,the industry has started analyzing the transition of newspaper industry by adopting the theory of “supply-side reform”,and thought that the transformation and upgrading of the supply side of the newspaper industry can be realized by producing the quality contents,executing the revision strategies,strengthening the public opinion guidance,fusing the new media technologies to stimulate the market productivity of the demand side.The overall research is in the theoretical exploration and practical case analysis stage,but it is still of certain guidance significance.The paper,based on the analysis on the current situations and difficulties of the supply and demand sides of the provincial-level Party newspapers,the theoretical analysis on and significance of the supply-side reform of the newspaper industry,the analysis on the relation between the supply-side reform and the demand side of the newspaper industry,considers Nanfang Daily as the example,tries to analyze the “supply-demand” relationship of the newspaper industry from the perspective of brand Innovation,and realizes the goals of industry optimization,productivity extension,and transformation and upgrading in the balance state of the supply and demand sides.