社區媒體服務商向社區服務運營商轉型的發展研究 —以21城廣告傳媒公司為例

Abstract

摘要 隨著市場經濟的發展和社會民主的進步，公民的參與意識得到進一步提高。與此同時，進入到新世紀，對於社區媒體來說，也獲得了一定的發展機遇，城市社區中生活的居民開始逐漸意識到社區媒體的存在。本世紀初，從北京社區網站發展到《南山日報》《巷報》，整個過程為社區媒體的建立帶來一定的經驗，人們也逐漸將目標轉移到社區媒體上。在國外，社區媒體已成為一種成熟的媒體形式，與全國大眾媒體競爭受眾市場，並在其自身的覆蓋範圍內具有壓倒性的優勢。在中國，較小的社區仍然是公眾媒體關注的焦點，市場前景極為廣闊。 作為一種媒體實踐，社區媒體的發展正在與時俱進。在西歐，區域和地方電視臺，廣播電臺等已獲得國家媒體的政策支持並已合法化;在澳大利亞，社區廣播被稱為“公共廣播”，並且已經獲得了相對穩定的地位。即使在不發達的第三世界，社區媒體的發展也相當驚人：在非洲，社區媒體已成為政府，國際和當地非政府組織使用的重要發展戰略;在拉丁美洲，社區廣播已成為最重要的資訊來源。在移動互聯網時代，傳統媒體必須面對廣告商離職的情況，讀者大幅減少，難以操作。國外社區媒體的良好發展趨勢為國內工業社區媒體的探索提供了信心。移動互聯網對社區媒體的影響並不是一個新的發展機遇。行業媒體實踐不斷證明了移動互聯網時代社區媒體的獨特優勢和發展前景。 本文的研究內容主要集中考察移動互聯網時代社區媒體服務商向社區服務運營商的轉型發展之道，包括其發展現狀、運作特點、轉型分析以及保障系統等，特別是以21城廣告媒體公司為研究案例，從社區媒體服務商的發展歷程、運行現狀、轉型目標、轉型方式等多個層面進行探討，對中國的城市社區媒體服務商向社區服務運營商轉型發展的現實困境、機遇以及可行性進行了系統的探究與分析，探尋社區媒體服務商在向社區服務運營商轉型發展中的嵌入紐帶和路徑，同時為國內同類社區媒體服務商的轉型發展提供一種模型思路和實踐樣本。

ABSTRACT With the development of market economy and the progress of social democracy, citizens' sense of participation is further enhanced. At the same time, the audience market of news media is further subdivided, and the community becomes the new trend of the development of mass media. Since the beginning of the 21st century, the practice of community media has emerged all over the country. From the rise of Beijing community websites in 2000 to the practice of running newspapers in Nanshan Daily, and then to the theoretical study of community media, the development of community media in China has attracted more and more attention. In foreign countries, community media has become a mature form of media, and the national mass media to compete for the audience market, in its own coverage, has an overwhelming advantage. In China, the smaller community is still in the blank of public media attention, and the market prospect is very broad. As a media practice, the development of community media is keeping pace with the times. In Western Europe, regional and local television stations and broadcasts are supported and legalized by national media policies; in Australia, community broadcasts, known as 'public broadcasts,' have gained a relatively stable status. Even in the less developed third world, the development of community media is astonishing: in Latin America, community broadcasting has become the most important source of information; in Africa, community media has become an important development strategy, used by governments, international and local NGOs. In the mobile Internet era, the traditional media have to face the situation of advertisers leaving, readers decreasing sharply, and operating difficulties. The good development of foreign community media provides confidence for the domestic community media reform. It is not so much the impact of mobile Internet on social media as a new opportunity for development, and the media practice in the industry is constantly proving the unique advantages and development prospects of community media in the era of mobile Internet. This paper focuses on the transformation of community media service providers into community service operators in the mobile Internet era, including its development status, operation characteristics, transformation analysis and security system, especially taking 21 city advertising media companies as the case study, from the development process of community media service providers. This paper probes into the operation status, transformation objectives, transformation methods and other aspects, systematically explores and analyzes the difficulties, opportunities and feasibility of the transformation and development of China's urban community media service providers to community service operators, and explores the embedding of community media service providers in the transformation and development to community service operators. At the same time, it provides a model idea and practical sample for the transformation and development of similar domestic community media service providers.