A机场广告公司战略发展模式研究
发布时间：2019-01-13 07:15
【摘要】：机场的广告资源是中国广告业广告资源的一个重要组成部分。随着中国经济的快速发展,机场的广告经营面临着新的发展机遇和挑战。 A机场广告公司拥有十一地机场广告资源,虽然不存在经营困难,但是要实现其早已定下的战略目标还有相当长的一段路。目前,A公司在发展中遇到了困惑,在企业如何做大做强面前暂时停下了脚步,需要认真研究,仔细思考发展战略,看清形势,厚积薄发。 文章对户外广告、机场广告、机场非航业务等概念进行了阐述并介绍了三项内容的发展历史和现状。通过对非航及广告业务经营数据的对比对欧洲的戴高乐机场、法兰克福机场、荷兰史基辅机场进行了介绍,又通过对亚洲的香港及新加坡樟宜机场非航业务的特许经营和专营权的研究,从中发现可以借鉴的机场广告运营模式。对国内的上海、广州、深圳机场广告业务的不同合作模式中汲取经验和教训。 作者通过对A机场广告公司的经营现状、资源网络、客户结构等的分析,找出了其的内在优势、存在的问题、面临的威胁和外部的机遇,并构建了“跨媒体、跨地域”战略。作者通过对“双跨”战略的设计、实施以及保障措施等来解决A机场广告公司多面临的困惑,为国内机场广告行业未来发展提供可借鉴的依据。
[Abstract]:Airport advertising resources are an important part of advertising resources in China's advertising industry. With the rapid development of Chinese economy, the advertising management of airports is facing new opportunities and challenges. A Airport Advertising Company has eleven airport advertising resources, although there is no business difficulty, but it has a long way to go to achieve its strategic goals. At present, company A has met with confusion in its development, and stopped temporarily in front of how to become bigger and stronger. It needs careful study, careful consideration of development strategy, clear understanding of the situation, and thick and thin development. This paper expounds the concepts of outdoor advertisement and airport non-air service, and introduces the development history and present situation of three contents. By comparing the business data of African airlines and advertising businesses, the paper introduces European airports such as Charles de Gaulle, Frankfurt Airport and Schyiv Airport in the Netherlands. Through the research on the franchise and franchise of Hong Kong and Singapore Changi Airport in Asia, we can find the model of airport advertising operation that can be used for reference. Learn experience and lessons from different cooperation modes of advertising business in Shanghai, Guangzhou and Shenzhen. By analyzing the management status, resource network and customer structure of A Airport Advertising Company, the author finds out its internal advantages, existing problems, threats and external opportunities, and constructs the "cross-media, cross-region" strategy. Through the design, implementation and safeguard measures of the "double span" strategy, the author solves the confusion faced by Airport A Advertising Company, and provides a reference basis for the future development of domestic airport advertising industry.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F562
本文编号：2408220
[Abstract]:Airport advertising resources are an important part of advertising resources in China's advertising industry. With the rapid development of Chinese economy, the advertising management of airports is facing new opportunities and challenges. A Airport Advertising Company has eleven airport advertising resources, although there is no business difficulty, but it has a long way to go to achieve its strategic goals. At present, company A has met with confusion in its development, and stopped temporarily in front of how to become bigger and stronger. It needs careful study, careful consideration of development strategy, clear understanding of the situation, and thick and thin development. This paper expounds the concepts of outdoor advertisement and airport non-air service, and introduces the development history and present situation of three contents. By comparing the business data of African airlines and advertising businesses, the paper introduces European airports such as Charles de Gaulle, Frankfurt Airport and Schyiv Airport in the Netherlands. Through the research on the franchise and franchise of Hong Kong and Singapore Changi Airport in Asia, we can find the model of airport advertising operation that can be used for reference. Learn experience and lessons from different cooperation modes of advertising business in Shanghai, Guangzhou and Shenzhen. By analyzing the management status, resource network and customer structure of A Airport Advertising Company, the author finds out its internal advantages, existing problems, threats and external opportunities, and constructs the "cross-media, cross-region" strategy. Through the design, implementation and safeguard measures of the "double span" strategy, the author solves the confusion faced by Airport A Advertising Company, and provides a reference basis for the future development of domestic airport advertising industry.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F562
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