沈阳地铁广告研究

发布时间：2018-03-02 01:23

本文关键词： 沈阳地铁地铁广告广告传播　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：地铁在未来城市轨道交通发展中将发挥重要的角色,沈阳地铁也逐步从单线经营到多线再到网络化经营时代。随着城市轨道交通的不断发展,地铁广告以多种姿态进入了人们的视野。本文首先对沈阳地铁广告的媒介环境进行了分析,并结合沈阳城市轨道交通规划,明确了地铁在沈阳城市交通发展中的重要地位,并且着重分析了沈阳地铁广告所具有的优势。进一步探讨了沈阳地铁广告的传播现状,从广告形式、媒介资源、受众特征、传播效果四个方面来考察沈阳地铁广告的现状,具体列举了沈阳地铁广告目前出现的各种广告形式,包括平面广告、多媒体广告等具体内容及特点;对沈阳地铁广告媒介资源也进行了简单的归纳总结;结合二手资料从学历、职业、收入、消费能力方面分析了地铁广告受众的基本特征;并运用问卷调查的研究方法综合分析了地铁广告受众注意效果,对沈阳地铁广告受众态度有了基本的认识。最后,通过综合分析以上各要素,总结出沈阳地铁广告传播目前存在的问题,并在结合分析国内一线城市优秀的地铁广告形式及经典案例的基础上,对沈阳地铁广告提出进一步的提升策略,以期对沈阳地铁广告提供借鉴。
[Abstract]:Subway will play an important role in the development of urban rail transit in the future. Shenyang Metro has gradually changed from single-line operation to multi-line operation to the era of network operation. With the continuous development of urban rail transit, Subway advertising has entered people's field of vision with various postures. Firstly, this paper analyzes the media environment of Shenyang metro advertising, and makes clear the important position of subway in the development of Shenyang urban transportation, combining with Shenyang urban rail transit planning. It also analyzes the advantages of Shenyang Metro advertisement, and further discusses the present situation of Shenyang Metro Advertising, from the aspects of advertising form, media resources, audience characteristics and communication effect, to investigate the present situation of Shenyang Metro Advertising. It specifically lists all kinds of advertising forms, including print ads, multimedia advertisements and other specific contents and characteristics, summarizes the advertising media resources of Shenyang Metro, and combines second-hand materials from academic background. This paper analyzes the basic characteristics of the subway advertising audience in the aspects of occupation, income and consumption ability, and comprehensively analyzes the attention effect of the subway advertising audience by using the research method of questionnaire, and has a basic understanding of the attitude of the subway advertising audience in Shenyang. Through the comprehensive analysis of the above elements, summarizes the existing problems of Shenyang subway advertising communication, and on the basis of analyzing the excellent subway advertising forms and classic cases of domestic first-tier cities, In order to provide reference to Shenyang Metro advertisement, the paper puts forward further promotion strategy.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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