城市轨道交通广告资源开发经营的探讨
发布时间：2018-10-30 20:56
【摘要】：城市轨道交通空间广告资源的商业价值随着客流激增而不断提升,日益成为反哺城市轨道交通后期建设与运营的重要力量。在分析城市轨道交通广告资源特征及分类的基础上,研究广告资源的自主经营、经营代理权外包、合资经营3种开发经营模式,基于联动作用、协同效应、整合效应提出广告资源效益提升策略,针对武汉市城市轨道交通广告资源的开发,提出发挥地铁建设中广告资源的融资能力、开发针对目标受众的商业广告、建立地铁集团权属的广告公司等建议。
[Abstract]:The commercial value of space advertising resources of urban rail transit is rising with the increase of passenger flow, which has become an important force in the construction and operation of urban rail transit. On the basis of analyzing the characteristics and classification of advertising resources of urban rail transit, this paper studies three development modes of advertising resources, such as independent management of advertising resources, outsourcing of agency rights and joint ventures, which are based on linkage and synergy. According to the development of the advertising resources of Wuhan urban rail transit, the paper puts forward the strategies of promoting the efficiency of advertising resources, giving full play to the financing ability of advertising resources in subway construction, and developing commercial advertisements for the target audiences. The establishment of metro group ownership of advertising companies and other proposals.
【作者单位】： 武汉理工大学经济学院;武汉地铁集团有限公司;
【基金】：武汉地铁集团科技攻关项目(GS-JZ-199)
【分类号】：F713.8;F572.7
[Abstract]:The commercial value of space advertising resources of urban rail transit is rising with the increase of passenger flow, which has become an important force in the construction and operation of urban rail transit. On the basis of analyzing the characteristics and classification of advertising resources of urban rail transit, this paper studies three development modes of advertising resources, such as independent management of advertising resources, outsourcing of agency rights and joint ventures, which are based on linkage and synergy. According to the development of the advertising resources of Wuhan urban rail transit, the paper puts forward the strategies of promoting the efficiency of advertising resources, giving full play to the financing ability of advertising resources in subway construction, and developing commercial advertisements for the target audiences. The establishment of metro group ownership of advertising companies and other proposals.
【作者单位】： 武汉理工大学经济学院;武汉地铁集团有限公司;
【基金】：武汉地铁集团科技攻关项目(GS-JZ-199)
【分类号】：F713.8;F572.7
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