地铁广告媒体品牌经营研究

发布时间：2018-04-12 15:29

本文选题：地铁 + 广告媒体品牌　；参考：《上海交通大学》2008年硕士论文

【摘要】： 近年来在中国市场上,地铁广告媒体公司如雨后春笋般涌现,紧随着中国的地铁城市越来越多、单个城市的地铁网络越来越发达,这些公司均在各使其招、不断地扩展自己的业务版图。随着2005年底中国广告市场全面对外资开放,地铁广告媒体尤其是成立不久的公司,要想走可持续发展的道路、守住中国地铁这个集聚大量注意力资源的空间,必须提高品牌经营意识、加强品牌经营策略的管理。本文对中国市场上出现的地铁广告媒体品牌做了系统的分析与研究,包括报纸广告媒体品牌《I时代报》以及Metro、DM杂志广告品牌新乘坐传媒、视频广告媒体品牌DMG、户外数字电视广告媒体品牌东方明珠移动电视、优惠营销信息媒体品牌VELO(维络城)以及户外广告媒体品牌JCDecaux,并在此基础上,利用媒体品牌经营的相关理论作为指导,对地铁广告媒体品牌的经营提出了诸多建议。本文从媒体品牌塑造、推广、延伸以及输出四个方面,分析、总结了多项地铁广告媒体品牌经营的具体策略,包括深化“地铁家具”的概念、将户外广告与公共服务有机结合,利用地铁空间内的优势媒体刊载品牌推广广告,打造具有中国特色的户外视频广告奖项等等,并归结出创新和环保意识是地铁广告媒体行业可持续发展的两大法宝。
[Abstract]:In recent years, subway advertising media companies have sprung up in the Chinese market, following the increasing number of subway cities in China and the development of subway networks in individual cities.Continue to expand your business territory.With the full opening of China's advertising market to foreign capital at the end of 2005, the subway advertising media, especially the newly established companies, want to take the road of sustainable development and preserve the space where China's subway is concentrating a large amount of attention resources.We must improve the brand management consciousness and strengthen the management of brand management strategy.This paper makes a systematic analysis and research on the subway advertising media brands in the Chinese market, including newspaper advertising media brand "I Times" and Metro-DM magazine advertising brand new riding media.Video advertising media brand DMG, outdoor digital television advertising media brand Oriental Pearl Mobile TV, preferential marketing information media brand Vero (Vero City) and outdoor advertising media brand JCDecaux. and on this basis,Under the guidance of the theory of media brand management, this paper puts forward many suggestions on the management of subway advertising media brand.In this paper, from four aspects of media brand shaping, promotion, extension and output, this paper analyzes and summarizes the concrete strategies of many subway advertising media brand management, including deepening the concept of "subway furniture" and organically combining outdoor advertising with public service.Using the superior media in the subway space to publish brand advertising, to create outdoor video advertising awards with Chinese characteristics and so on, it is concluded that innovation and environmental awareness are two magic weapons for the sustainable development of subway advertising media industry.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【引证文献】