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期:2022年6月12日
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摘
要
摘要
后疫情时代，专注报道社区新闻、开展社区团购、宣传社区治理经验的社区传
媒进入市场视野，开始受到商业的青睐。国内社区传媒不同于国外的社区报，已经
从一张报纸发展成为报、网、微端、户外文化墙、音视频、社群于一体的综合性社
区传媒。与之相适应的国内社区传媒经营管理经验和战略转型应得到研究和总结。
然而社区报作为舶来品，在国内能作为典型案例研究的社区传媒屈指可数。国内社
区传媒还在不断摸索发展经验，相关的研究还比较欠缺。
本文以中国西部第一份社区报《华西社区报》所在的华西社区传媒为研究对
象，首先对华西社区传媒的发展历程和经营现状做分析，通过比较国内外社区传媒
的管理经营情况和转型策略，分析出华西社区传媒在运营机制上产品结构单一、经
营理念上忽略用户需求、商业模式上缺少多元化经营的现状。若要长远发展必须要
进行战略转型。本文通过对华西社区传媒的PEST宏观环境分析和五力模型行业环境
分析，构建了SWOT战略转型分析模型，给出了“1123转型屋”，明确了华西社区
传媒转型的方向——打造成扎根社区服务基层具有互联网思维的基层治理平台。以
此为目标分析了转型的原则：以人为本、包容共享、创新驱动，并在此基础上针对
华西社区传媒战略转型给出了策略和建议。本文从理论意义来说，有利细化国内社
区传媒转型策略研究。从实际意义来看，有助于延长华西社区传媒生命周期，为组
织转型提供参考。
关键词：华西社区传媒数字化转型策略研究
I

Abstract
Abstract
In the post-epidemic era, community media, which focus on reporting
community news, carrying out community group buying and publicizing community
governance experience, have entered the market vision and began to be favored by
business.Different from foreign community newspapers, foreign community media
has developed from a newspaper to a comprehensive community media integrating
newspaper, network, micro-end, outdoor cultural wall, audio and video, and
community.The corresponding management experience and strategic transformation
of domestic community media should be studied and summarized.However, as an
imported community newspaper, there can be only a handful of the community media
as a typical case study in China.Domestic community media is still constantly
exploring the development of experience, related research is still relatively lacking.
This paper takes the first community newspaper in western China in Huaxi
Community Media as the research object, first of all, analyzes the development
process and business status of Huaxi Community Media, by comparing the domestic
and foreign community media management and transformation strategy, analyzes the
Huaxi Community Media on the operation mechanism of single product structure,
ignore the user demand, business philosophy lack of diversified business model.The
long-term development must be a strategic transformation.Through PEST macro
environment analysis and five-force model industry environment analysis of Huaxi
Community Media, this paper constructs SWOT strategic transformation analysis
model, gives "1123 transformation house", and defines the direction of Huaxi
Community Media transformation —— to build a grassroots governance platform
rooted in community service with Internet thinking.With this goal, we analyze the
principles of transformation: people-oriented, inclusive sharing and innovation-driven,
and on this basis, strategies and suggestions are given for the strategic transformation
of Huaxi Community Media.From the theoretical significance, this paper is beneficial
to refine the domestic community media transformation strategy research.From the
practical significance, it is helpful to extend the life cycle of Huaxi Community Media
and provide reference for organizational transformation.
Key words: Huaxi Community Media Digital Transformation
Grassroots governance
II
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