【作者】 尧润平；

【导师】 吴信训；

【作者基本信息】 汕头大学 ， 汉语言文字学， 2004， 硕士

【摘要】 与其它各种类型的报纸不同，党报存在的主要价值在于其政治宣传力，如果这种宣传力减弱或无效，即使它还可因外部资金源源不断地注入而生存下去，但也会因为其丧失了存在的价值而处于一种“植物性”的死亡状态，因此，党报并不是像有些人认为的那样，红旗飘飘，党报不倒，它还是有死亡的可能的。要维持党报的持续发展，在现代市场经济语境下，需要对党报的内外环境进行多方考量，并在考量的基础上对症下药，将种种改良的措施提升到战略的高度。当然，这种战略的完成，靠党报自身一元的力量是很难完成的，它还得仰仗于政府及社会其它各元力量来共同推动。本文主要从政府和党报自身二元主体的角度，来阐述党报持续发展的宏观及中观战略的运用。就政府来说，其着力的主要方向是为党报的发展提供一个良好的制度及运营环境，而就党报自身来说，其着力的主要方向则是一系列同步或异步战略措施的配合运用，主要包括内容创新、规模扩张、人才创新、制度创新及营销创新等。更多还原

【Abstract】 Different from the other kinds of newspapers, the main value of the party paper existence is it’s political propaganda. If the propaganda weaker or invalid, it will at a "vegetal" dead state because of its losing existence value, although it may be alive as the external capital poured in. So, party paper is not as what some people thought, the red flags fly, the party paper never fall, and it has the probability of closing down. Under the modern market economy environment, we need to all-round considerate its external and internal conditions, find the approach to the problem, and promote kinds of measures to the high of strategy, in order to keep the Party paper’s sustain development. It is certain that it is difficult to achieve the strategy by itself. It has to depend on government and other social powers pushing together. This paper mainly from government and Party paper angle respectively to explain the usages of all kinds of macroscopic and mid-croscopic strategies of the Party paper’s sustain development. To government, the main job is to provide good institution and operating environment for Party paper development; to Party paper itself, it mainly accommodates and implements the series of synchronal and asynchronal strategic measures, which include content innovation, scale expand, talent innovation, institution innovation and market innovation etc.更多还原