从服务标识到治理工具：社区品牌建设的“分层–匹配–迭代”路径研究——基于烟台市莱山区17个社区的调查

From Service Identifier to Governance Tool: An Empirical Study on the Layered-Matched-Iterative System of Community Brand Building—Based on a Survey of 17 Communities in Laishan District, Yantai

摘要: 社区是基层治理的基本单元，也是公共服务与居民生活的交汇点，在城市化的今天，随着社区中的人口结构、服务需求和服务主体日益多样化，以往那种仅靠一次活动、一项服务或一条标语进行品牌建设的方法已经无法满足精细化管理的要求。而社区品牌建设可以集中力量办大事、解决居民问题、提高服务质量，是改善社区治理的有效途径。但是目前社区品牌建设也存在统筹机制不完善、缺乏整体规划、缺少评估标准以及方式方法单一的问题。基于此，笔者通过对相关资料的研究和对社区开展品牌建设工作的考察，运用“由实践到理论再回到实践”的方法提出一种“分层–匹配–迭代”的社区品牌建设模式，使社区品牌真正成为一种可操作性的治理工具，从而帮助基层提高其在社区治理方面的效率，改善公共提供的服务水平。

Abstract: Community is a basic unit of community governance and an important field linking public service with residents’ daily life. In the context of urbanization, the population structure, service demands, and service subjects within communities have become increasingly diversified. The traditional approach to brand building—relying merely on a single activity, one type of service, or a solitary slogan—can no longer meet the requirements of refined governance. Community brand building, which concentrates resources to address residents’ concerns, improve service quality, and tackle major issues, has emerged as an effective pathway for enhancing community governance. However, current community brand building efforts are confronted with several challenges, including inadequate coordination mechanisms, a lack of overall planning, the absence of evaluation standards, and the overuse of simplistic and monotonous methods. In light of this, the author, through a comprehensive review of relevant literature and field investigation of community brand building practices, adopts a “from practice to theory and back to practice” approach to propose a “Stratification-Matching-Iteration” model for community brand building. This model aims to transform community branding into a genuinely operational governance tool, thereby assisting grassroots-level authorities in improving their community governance efficiency and enhancing the level of public service delivery.