传统报纸主办各类主题性活动,是在纸媒品牌力趋弱、读者加速流失以及广告经营困境的综合性背景中,实现品牌提升与模式转型的有益探索。报纸举办主题活动,必须善于利用媒体的内容创意能力、资源整合能力、全媒体传播能力,将报纸特色与活动主旨紧密结合,使社会效益与品牌效益高度统一,真正做出影响力。面向未来,纸媒应该逐步探索符合自身品牌特点、符合城市主流发展理念,探索建立在流程再造和互联网大数据基础上的商业模式,才能真正激活媒体主题活动的生命力,形成转型发展的推动力。 Traditional newspapers host various kinds of thematic activities, which is a useful exploration to achieve brand upgrading and mode transformation in a comprehensive background of weakening brand power of paper media, accelerating loss of readers and advertising predicament. Thematic activities organized by the newspaper must be good at utilizing the content creative ability of the media, the ability of resource integration and the ability of all media to disseminate and closely combine the newspaper features with the theme of activities so as to make the social benefits and brand benefits highly unified and truly influence. Facing the future, paper media should gradually explore business models that conform to the characteristics of its own brand, conform to the mainstream urban development, and explore business models based on process reengineering and big data on the Internet. Only in this way can we truly activate the vitality of media-themed activities and form a driving force for the transformation and development.