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SWOT模型对高校校报经营管理的生存环境分析有助于高校校报形成有利于自己发展的环境。本文基于SWOT分析了高校校报的优势、劣势、机会、风险,认为高校校报:具有行业优势,信息、资金资源优势,人力资源优势;体制存在弊端、激励机制缺乏,办报理念陈旧、读者意识不强,经营能力品牌意识弱、市场化运作水平低;改革发展宏观、微观政策环境良好,可遵循新闻规律、提高可读性、打造精品,可加强队伍建设、重视校报网络化、优化资源配置,须改革管理体制、引入市场机制;直面相关媒体的威胁,面临受众的挑战,受采编队伍的牵制等。该分析有助于高校校报明晰优势,规避风险,抓住机会进行发展。
SWOT model of college newspaper business management of the living environment is conducive to the formation of college newspaper conducive to their own development environment. Based on SWOT, this paper analyzes the strengths, weaknesses, opportunities and risks of college newspapers. It holds that college newspapers have the advantages of industry, information, capital resources and human resources. The disadvantages of the system, the lack of motivation mechanism, Consciousness is not strong, the brand awareness of business capability is weak, the low level of market operation; reform and development of macro, micro-policy environment is good, can follow the laws of the press, improve readability, build quality, team building can be strengthened, emphasis on newspaper network, optimization Resource allocation, the management system must be reform, the introduction of market mechanisms; face the threat of the media, the audience facing the challenge, by the preparation team and other constraints. This analysis can help colleges and universities clear advantages, avoid risks and seize opportunities for development.