A Study On The Government Subsidies And The Operating Performance Of The Party Newspaper

In the reform of China's cultural system,the special attributes and strategic positioning of party newspapers have determined that party newspapers cannot be fully marketed.It is already a consensus that governments at all levels support the development of party newspapers.However,the government's subsidies for party newspapers usually focus on subsidy decisions,and lack of sufficient attention to the use and effect of subsidy funds,that is,performance evaluation.This article takes this as the research focus,using Cite Space5.1.R8 SE visualization software to summarize the relevant research of the party newspaper in the past 20 years.Secondly,review the history of the marketization reform of our party newspapers,and analyze the necessity and rationality of the government's subsidies in the development of the party newspaper with theory of public goods.Thirdly,we conducted a diachronic survey of the government's main subsidies for party newspapers and analyzed the ideal performance of government subsidies.Then,select Guangzhou Daily Co.,Ltd.,Zhejiang Huamei Holding Co.,Ltd,Boray Co.,Ltd.,and Huawen Media Group as the research objects.Sorted out their subsidy data and business indicator data for the past 5 years for empirical analysis and comparative analysis,and conducted in-depth interviews with the relevant persons in charge of the operation of "Hubei Daily" to explore whether government subsidies have a significant impact on the performance of party newspapers.Finally,sorted out the problems of the operation status of the party newspaper and the performance evaluation of government subsidies,and tried to establish a performance evaluation system of the government subsidies on the operation of party newspaper.The study found that government subsidies have no significant impact on the operating performance of listed companies in the newspaper industry.On this basis,this article conducted a comparative analysis of cases.In terms of the amount of subsidies,the policy has a strong bias towards party newspapers;in addition,government subsidies are mainly concentrated in the field of content production and media integration.Moreover,through interviews with the relevant persons in charge of the operation of "Hubei Daily",the study found that financial subsidies have greatly reduced the worries of the development of the party newspaper.The price increase of the party newspaper is an important means to increase the revenue,but it may cause financial pressure on local governments.With the rise of the government market,image-advertising revenue has become the main source of income for party newspapers.In the current process of government subsidies for party newspapers,on the one hand,the party newspaper itself lacks a disclosure mechanism for the use and input of subsidies;on the other hand,the government also lacks a strict,comprehensive,and systematic evaluation system for party newspapers.The government must manage and supervise the use of subsidies to increase the transparency of government subsidies and maximize the incentives of government subsidies.The government must establish a performance evaluation system for the scientific use of subsidies,and maximize the positive incentive effect of subsidies.