Development Strategy Of Nanfang Daily Newspapering In The New Era Studies

Nanfang Daily was established in Guangzhou in 1949 as an official newspaper of the Communist Part of China, Guangdong Committee. In the past more than half a century, Nanfang Daily is leading the newspapers industry of Guangdong province all along.In 1998, the managing people of Nanfang Daily established Nanfang Daily Press Group, and changed the name into Nanfang Media Group in 2005.In recent years, depending on its authoritativeness and its multiple branding strategies, Nanfang Media Group has become a main-stream media on political and financial news in the Southern China market as well as the whole country.In each period of new era, Nanfang Daily has specific development strategies to cope with the continuously changing society.This thesis will analyze Nanfang Daily's every development strategy to probe into its paths of success.Nanfang Daily's periodical strategies include managing a Party's newspaper with Guangdong's local features in 1980s, merging newspapers' authoritativeness, guiding ability, readability, and popularization from 1990s to 2002, and strategies of multi-branding and vision makes power from 2002 to present.Concluding the strategies, the thesis will present Nanfang Daily's history in the past two decades. It will forecast Nanfang Daily's future development relying on its specific articles and all strategies that were used in the past.The thesis is expected to be a valuable reference in the media sector.