随着“终端制胜”观念的流行,社区作为人们生活的重要空间和商品的销售终端,也成为报社活动营销的重要场所。本文认为报纸社区活动营销可以实现:零距离推广,实现报纸品牌增值;开发新闻源,改进报纸内容;掌控读者群,促进发行与资源整合;增值、开发广告客户。报纸社区活动营销可以通过休闲娱乐活动、服务活动以及展览活动等形式展开。在进行报纸社区营销活动时要注意以下几点:选择社区;精心策划;整合资源;高效执行。 With the popularization of the concept of “winning the terminal,” the community, as an important space for people’s lives and the terminal for the sale of goods, has also become an important place for the newspaper’s event marketing. This paper argues that newspaper community marketing activities can be achieved: zero-distance promotion, to achieve the newspaper brand value-added; development of news sources, improve the newspaper content; control readership, and promote the issuance and integration of resources; value-added, develop advertisers. Newspaper community marketing activities can be carried out through leisure activities, service activities and exhibition activities. In the newspaper community marketing activities should pay attention to the following points: the choice of community; carefully planned; integration of resources; efficient implementation.