Thisarticlethroughtothe2013ofJunetoAugustofthe"ChinaDaily"news("today")study,respectively,fromthebrandpositioning,valuejudgment,textlayout,thetransitionoftheexistenceanddevelopmentofseveralaspectsindetailexplores"brandinChinesenewspaper",andthentrytointerprettheminthetheimpactofnewmediaforthetransformationandtry."ChinaDaily"positioninginthegeneralpublic,whichcontainsalltheculturallevelofurbancitizens,theaudienceisobviouslybetterthantheorgan,bornnewspapermedia.Inthevaluejudgment,"ChinaDaily"topicwhethernewsvalue,socialvalue,historicalvaluetheattentionpointnottoreflecttheprincipleofvalueinthepeople'slivelihood.Throughitsbriefanddirecttextstyleandatmospherelivelyarrangement,objectivetruthandnotlackofbeautyfortheaudiencetoprovide"themostvaluablenewsandinformation".The"yellowvest"distributioncompaniesinthemarketbaptismintoserviceefficiency,providesthepossibilityforthe"firstChinaDailyeveryday"tosee.Tomany,"ChinaDaily"andestablishagoodbrand,andestablishedinXi'anandnorthwestindustryleader.However,intheworld,withthedevelopmentoftechnologyoftraditionalmediafaceapredictabledeclineandevenextinction,"ChinaDaily"awayinnewmediaisincreasinglyfacedstrongpressure.Sincelastyearadvertisingsharedeclinedsteeplyasevidencedbythemostdirect,andatthesametime,thisalsogave"powertransformationanddevelopmentofChinesenewspaper"morepowerful.Continuousimprovementinthequalityofnewsandpromotedigitalefforts,towardsthe"citycomprehensiveservice"theidealforward,nomatterwhattodo,incasethereisnoreference,thisisundoubtedlyagreattryandmeetthemarketprocessselection