Influenced by the New Historiography, the article analyzes the main reasons for the Guomindang (GMD) failure, as the former study often relied on structural analysis which tend to share the viewpoints that GMD publicity organs were structurally rigid and bad at propaganda. In a word, the former paper ignored the role of the individual as a member of organization. With the use of the organizational behavior theory as an analysis tool, this paper explores that the causes of GMD propaganda failure mainly originated from the following two aspects: the process of propaganda-oriented decision making and the process of propaganda-oriented decision execution. This paper argues that the diversities of decisionmaking, leadership styles, activity characteristics between GMD and CPC all lead to the GMD propaganda failure.