《南国早报》作为广西区内发行量最大、广告收入最高、社会影响力最大的都市报,在广西报业中具备鲜明的代表性和强大的公信力。但随着读者需求的不断提高,网络媒体的异军突起,全球金融危机的继续蔓延,报社体制弊端等众多问题的影响,《南国早报》公信力危机百出。本文通过对《南国早报》的成长历史了解的基础上,将《南国早报》与品牌都市报作比较,并结合调查问卷、业内人士采访等形式展开研究,着重分析现阶段《南国早报》的公信力危机之所在,并提出其提高公信力的应对策略。 Nan Fang Zao Bao was the city newspaper with the largest circulation and highest advertising revenue in Guangxi and the most influential social influence in Guangxi. It possessed distinctive representation and strong credibility in the newspaper industry in Guangxi. However, with the continuous improvement of readers’ needs, the sudden emergence of online media, the continuous spread of the global financial crisis and the defects of the newspaper system, the credibility of the “Southern Morning Post” is in full swing. Based on the understanding of the history of the development of Nanking Morning Post, this paper compares Nanning Zaobao with that of the city brand, and conducts a research based on questionnaires and interviews with industry insiders. It focuses on analyzing the credibility of Nanfang Zaobao at this stage. Where the crisis lies, and put forward strategies to improve its credibility.