副刊作为报纸的重要组成部分和形态，在我国已经有一百多年的历史了。进入21世纪以来，中国报业逐渐被推向市场，在以网络媒体为代表的多媒体冲击下，草根文化、大众文化泛滥，历来重思想性与文艺性、偏于静态的报纸副刊面临着极大地冲击。本文选取市场化程度高、市场占有率稳定的《北京青年报•天天副刊》作为研究对象，通过对其2000年11月成立至2010年的特色化运作方式的分析，探讨新形势下报纸副刊的应对策略。绪论部分介绍了论文的选题意义、本文涉及到的媒介生态学和传媒影响力的理论，阐释选择《北京青年报•天天副刊》作为研究对象的原因，并介绍本文的研究方法，提出论文的创新点。第一章对新形势下报纸的生存困境进行总体介绍，从多媒体语境、大众文化和草根文化对于传统副刊精英文化的冲击和媒介市场化等三个方面综合探讨新形势下副刊所面临的巨大生存压力，并通过全国报纸副刊版面逐渐减少的例子具体表现说明目前我国报纸副刊的生存困境。第二章从副刊是报纸特色竞争的法宝和争夺受众注意力资源的重要战场这两个方面阐释报纸副刊是构建传媒影响力不可或缺的影响因子，同时引用业内副刊编辑、主编所阐述的副刊重要性，从理论和业内实践两个角度阐发副刊对于构建报纸影响力方面的重要作用。第三章对《天天副刊》明晰稳定的受众定位、年轻时尚的市场定位、明丽清秀的风格定位这三个方向的定位分析，对其原创性、大众化的选题、栏目化、多元化的组稿选稿方针、时效性强的新闻策划这三个方面的内容分析，对其眉目清秀的模块化设计、模块化的版面设计两个方面的版面策略分析以及其推广营销策略的分析，具体剖析《北京青年报•天天副刊》的副刊发展之道。第四章在第三章对于《天天副刊》的副刊发展之道的分析基础上，进一步阐释报纸副刊发展之道，即树立“以人为本”的受众意识，从受众需求出发设立副刊，按照市场细分原则设置栏目，并根据受众需求的变化及时改版，做好受众调查；加强报纸副刊的必读性，不断加强报纸的人文精神，注重副刊多元文化的内涵，及时关注社会热点，增加副刊内容的深度，提高副刊的服务性和“可读性”，加强新闻策划；增强副刊的视觉吸引力，注意副刊头版图片化、视觉化组版，利用静态版式，合理搭配色彩，使副刊各栏目形成统一的风格；吸引网络优势，向网络要“稿源”，提高读者参与的积极性，加强资源整合，创建读者社区，增加副刊内容的互动性和时尚感；通过打造有影响力的子品牌和报纸栏目品牌，形成品牌效应，构建报纸的传媒影响力，为新形势下报纸副刊的发展提出一些可资借鉴的经验。结语部分是对本文总体内容的小结。通过对副刊在新形势下面临的问题的归纳总结和副刊发展理念和原则的分析，指出报纸副刊是社会的文化指针，代表着我国社会文化体制的成熟程度。

As an important part and form of the newspaper, supplement has 100 years of history. While stepping into the 21st century, with the Chinese newspaper industry being pushed to the market prospects and under the impact of multimedia such as network, the mass culture spreads unchecked. In the tradition of the elite that runs newspaper, the supplement of the newspaper which stressed on the ideological content and literariness faces big impact. This assay chooses “Beijing Youth Daily • daily supplement” which has a high degree of marketization and stably market share as an example. This essay researches the coping strategy of the supplement under the new situation through the analysis on the mode of operation between 2000 to 2010.This assay is totally divided into three parts: introduction, body and conclusion. The introduction part mainly introduces the significance of the selected topic, the theory media ecology studies and influence of the media which involving in this assay, the reason that why choose “Beijing Youth Daily • daily supplement” as the object of study, the research technique as well as the innovation of this article. This body is divided into four chapters. The first chapter introduces the survival plight of the supplement under new situation, through the impact of multimedia such as network, the mass culture spreads unchecked and the Chinese newspaper industry being pushed to the market prospects. The second chapter explains the importance of the newspaper supplement for constructing the media influence, mainly through two aspects which is the supplements is the magic key of competition and the way to catch the attention of the audience. What’s more, this assay cites understanding of the supplement from the supplements editors and chief editors and explicates the importance of the supplement for the newspaper further. The third chapter analyses the positioning of the “Daily Supplement” from the clearly audience localization, young fashion market positioning and comely style positioning, the content of supplement from the original popular selected topic, pluralistic manuscript selection policy and better time effective news plot, the page layout from building block design and the promotion strategy.Based on the third chapter, the forth chapter explains how to develop the supplement further. That is establishing the audience value of “audience centered", setting supplement and column to meet the demand of audience, correcting form in time according to the changes of audience needs, doing audience surveys; strengthening constantly the obligatorily reading of supplements and human spirit of the newspaper, focusing on cultural diversity, paying attention to social hot spots in time, improving the serviceability and "readability" of supplement to continuously improve the media influence of the newspaper supplements; enhancing the visual appeal of supplement, making good use of the front page picture and visual version, paying attention to colorific reasonable collocation to form a unified style; taking advantage of network to raise the enthusiasm of readers, founding reader communities to increase the interaction and fashion of supplement. Finally, setting up sub-brands and forming the brand effect is also very important. All of this offers the development experiences of supplement under new situation.The conclusion part is brief summary of the overall content. Based the analysis of the supplement previously, this assay points out that supplement is the cultural indicator of social, which represents the maturity of cultural restructuring.