随着传媒产业的繁荣和信息传播途径的多元化,以党报为代表的传统媒体面临生存和发展困境,需要创新与改革。本文以江西日报为例,探究其在新媒体和数字化时代的品牌创新之路,并从经营、盈利、整合以及传播等四个方面,探究其与新媒体融合转型之路。 With the prosperity of the media industry and the diversification of information dissemination channels, the traditional media represented by the party newspaper is facing the difficulties of survival and development and needs innovation and reform. Taking Jiangxi Daily as an example, this article explores its brand innovation path in the new media and digital age and explores its integration and transformation with new media from four aspects: operation, profitability, integration and communication.