在这样的背景下，网络、微博、微信等社会化媒体正在发挥越来越大的作用。“大
媒体业”的竞争已经深入了整个传统媒体生态圈，左右着传统媒体生存、发展。

面对这一现状，各方众说纷纭，观点不一，一时间“报纸消亡论”甚嚣尘上，而
发行总量最大的都市报则首当其冲。

针对这种传统媒体的现实窘境、发展瓶颈和人们的模糊认识，本文在梳理国
内外研究现状的基础上，通过广泛的调查走访获取大量的第一手资料，以传播学、
新闻学及市场营销、媒介经营管理的有关理论观点为主要观照视角，以个案研究、
案例分析等为主要研究方法，展开定性与定量相结合的论证分析，旨在通过华西
都市报的个案研究，探寻全媒体时代真正适合中国都市报的媒介融合与再生之路，
并得出以下结论：全媒体是报纸转型的必由之路，并对都市报“全媒体运营模式”
提出独到见解，具有很强的现实意义与学术价值。

文章共六章。除了开头的《绪论》、文尾的《结论》之外，重心和主体是位于
中间的第二章至第五章。 第二章《报业及传媒现状与发展态势分析》，在深邃历
史维度和广阔的社会背景中，对中外报业的发展进行了横向的比较和纵向的梳理，
尤其是对中国都市报诞生、发展、繁荣与转折的基本历程进行了回顾和总结，揭
示了中国报业的发展现状和眼下的发展困境，为后面的展开作了必要的铺垫。

第三章《报业全媒体典型案例与华西都市报运营模式探索》，对烟台日报传媒集团、
南方报业、燕赵都市报的全媒体运营模式进行的具体的案例分析，重点是对华西
都市报近些年来的全媒体运营实践及其模式作了比较详尽的阐述和剖析。第四章
《华西都市报运营模式的建构与支持》，具体阐述华西都市报在全媒体时代的转型
模式及其实践例证和理论支持。第五章《华西都市报运营模式的管理与完善》，在
前述总结、分析的基础上，重点探讨全媒体时代华西都市报转型模式的管理与完
善，不仅为华西都市报的进一步改革发展提供了一种理论依据和决策参考，对我
国整个都市报报种在全媒体时代的发展前景也是一种颇具代表性的前瞻。

笔者在传统媒体工作了 15 年，亲身参与、见证了传统报纸从勃兴、停滞、下
滑以至进入“拐点”等各个阶段。新技术的冲击和新的历史时期的到来，传统媒
体遭受巨大的冲击以致陷入了风光难再的窘境，使业界和学界都不得不重新审视
传统报业的现状和未来。为此，笔者历时两年来，走访了全国各地约 50 家报纸，
对这些报纸的全媒体实践探索进行了较为系统的调查研究。

文章通过对转型期报业受众的广泛调查，并在报纸的读者消费及其行为习惯
的调查分析基础上，通过上述各个章节层次推进的剖析研究，笔者对都市报“全
媒体运营模式”提出了颇具新意的见解：即“全媒体”不仅仅是媒介形式的“大
而全”，不是多种介质的简单叠加，而是融合、整合，是“化学反应”而非“物理
反应”；在全媒体运营过程中，出现三大特点：在内容生产上，将实现一次采集，
N 次传播；在媒介融合方面，将实现一次融合，立体传播；在营销策略上，将实
现一次投放，全媒体传播。文章明确指出，利用新技术以及传统报业的品牌、资
源、人才优势，开发新媒体，搭建全媒体平台，大力实施全媒体营销策略，将是
报业发展的必由之路。正是从这一点出发，文章力图为全媒体时代下华西都市报
的营销变革提供理论依据和实战指导。

文章还指出，作为中国报业改革的里程碑和标志性事件之一，中国第一张都
市报——华西都市报经过 18 年的迅猛发展，目前已成为四川省重要的文化名片，
他们在 18 年的改革和探索中，积累了大量具有颠覆性、革命性的办报理念和实践
经验。面对新技术、新媒体的挑战，面对传播碎片化时代的到来，他们有理由、
有义务在全媒体时代探索出一条报业锐意发展之路。

关键词：全媒体，媒介融合，华西都市报，全媒体运营模式

ABSTRACT
With the booming of the digital new media especially the emergence of the hand-hold
multimedia terminal, the commercial competition beyond keyboard has been an
undisputable fact. The development of Internet has changed not only the communication
environment but the mode of communication as well. Under this background the
socialized media like Internet communities, Twitters and Wechat have played more and
more important roles. The competition of “Big Media” has permeated the whole
traditional field of media and influenced its existence and development. Each scholar
holds his own perspective on the situation and the sentiment of “the extinction of
newspapers” widely spreads. The urban newspapers which usually enjoy a mass volume
of total issue bear the brunt.
Dilemma and development bottleneck for the traditional media, a vague
understanding of the people, The author got a lot of first-hand information through a
wide range of survey visits, communication studies, journalism, marketing, media
management about theoretical perspectives for major viewpoint, case studies, and other
research methods, expand argument combination of qualitative and quantitative analysis,
and case studies aimed West China Metropolis Daily, explore suitable road for China
Metropolis Daily media fusion and regeneration in the Omnimedia era,and came to
the following conclusions: Omnimedia is the only way for the newspaper
transformation,and put forward the unique opinions on Omnimedia Operation Mode,
with a strong practical significance and academic value.
The thesis consists of six chapters. In addition to Introduction and Conclusion, the
major part is the second chapter to the fifth chapter. The second chapter reviews the
development and makes a horizontal comparison on both Chinese and foreign press in
the dimension of history and under broad social background. This chapter also sums up
the process of the birth，development，prosperity and turning point of Chinese
metropolis daily newspapers. This part also reveals the development status quo of
Chinese newspaper industry and the current development predicament ， as the
necessary preparation for the following expansion. The third chapter carries on the
analysis of Omnimedia operation modes of Yantai Daily Media Group, the South
Newspaper, the Yanzhao Metropolis Daily of the specific case, and this chapter focuses
on conducting a more detailed description and analysis on the operation practice of West
China Metropolis Daily in recent years .The fourth chapter elaborates the operation
mode of West China Metropolis Daily in the Omnimedia era with its practical examples
and theoretical support. The fifth chapter, on the basis of previous summary and
analysis，pays attention to the discussion on management and improvement of the
operation mode of West China Metropolis Daily. The change of the operation mode will
not only provide a theoretical basis and decision reference for further reform and
development of West China Metropolis Daily ，but also outline a typical developmental
prospect of metropolis daily in our country in the Omnimedia era.
The author has worked in traditional Media industry for fifteen years and
experienced every stage of newspaper development: its emergence, stagnancy, glissade
and Inflection point. Facing the impact of new technology as well as the coming of new
era, we had to give a new review to the current situation and the future of the traditional
newspaper industry. For two years the author has visited around fifty newspaper
companies and conducted a relatively comprehensive and systematic investigation.
By investigating the reader transition and analyzing the customer consumption and
behavior, autopsy study of advancing through each chapter level，the author will bring
out a new opinion on “Omnimedia operation mode”:“Omnimedia” is not a “sum-up” of
all media forms but a kind of fusion as well as integration. It is a “chemical reaction”
rather than a “physical change”. The all-media operation enjoys three characteristics: in
content the news collets at one time will be transmitted for many times; in media
convergence the news fuses at one time will be transmitted three-dimensionally; in
operation strategy the news puts in at one time will transmitted by all media. Based on
this perspective this paper aims to offer theoretical foundation and a practice guide for
metropolis daily operation change under the Omnimedia era.
As a milestone in the reform of China