广州BRT候车亭广告招商项目营销策略研究

发布时间：2019-06-14 14:13

【摘要】：2010年2月上旬,广州BRT快速公交系统正式运营,它是市政府为了贯通广州市最核心的经济商圈天河区以及最核心的居住区黄埔、东圃而特设的新型公共快速客运系统,是一种大运量的交通方式,能有效地缓解广州的交通压力。而BRT线路的开通,将为广州新增一批候车亭广告灯箱,其将成为广告投放媒体的绝佳选择。其实,在户外广告的众多媒体类别中,候车亭广告以其独有的特点,特别地受到业界的认同和重视。在广州,候车亭广告的发展已相对成熟,并已形成一个较为统一的模式。作为一个人口超1400万的大城市,广州人流出行量巨大,加上公交系统的日益完善、公交网络的全面覆盖,都能为候车亭广告带来很好的投放效果,并为广告主带来良好的效益。在BRT的线路上,一共设有52个站台,共有候车亭大灯箱119个,238面;小灯箱1116个,2232面。在如此巨大出行人流的区域,现有这么庞大的广告媒体资源,再加上BRT候车亭独特的设计,此处正是广告主投放广告的绝好位置。拥有这样的候车亭广告媒体资源,作为其经营者的AB广告公司,如何寻找合适的广告主并制定行之有效的招商营销策略,将决定着整个项目未来的运行状况,并对公司将来的良好发展起着重大的作用。文章分5个部分进行阐述,重点在第三章的环境分析与第四章的营销策略上。分析的基础是建立在文献资料的研读及公司实地调查得出的数据,并结合其他因素对项目所面临的宏观环境、竞争环境进行详细分析,得出SWOT矩阵,然后对市场进行简要的划分,从而确定目标客户。在这一系列的分析后,结合营销4P理论对项目的营销策略作了仔细的研究,最终得出一定意义的结论。鉴于个人能力及研究范围有限,文章不可避免地存在不足之处。但总的来说,本文所研究的课题具有一定的理论和现实意义,并将作为项目开展的依据。
[Abstract]:In early February 2010, Guangzhou BRT bus rapid transit system was officially operated. It is a new type of public rapid passenger transport system specially designed by the municipal government in order to connect with Tianhe District, the core economic circle of Guangzhou, as well as the core residential area of Huangpu and Dongpu. It is a kind of traffic mode with large traffic volume, which can effectively alleviate the traffic pressure in Guangzhou. The opening of BRT line will add a number of waiting booth advertising light boxes for Guangzhou, which will become an excellent choice for advertising media. In fact, among the many media categories of outdoor advertising, waiting booth advertising has been especially recognized and valued by the industry because of its unique characteristics. In Guangzhou, the development of waiting booth advertising has been relatively mature, and has formed a more unified model. As a big city with a population of more than 14 million, Guangzhou has a huge flow of people, coupled with the increasing improvement of the bus system and the comprehensive coverage of the bus network, can bring good results for the advertising of waiting booths, and bring good benefits to advertisers. On the BRT line, there are 52 platforms, 119 light boxes, 238 light boxes and 1116 light boxes, 2232 light boxes. In such a huge tourist area, the existing huge advertising media resources, coupled with the unique design of the BRT waiting booth, this is the perfect place for advertisers to advertise. With such waiting booth advertising media resources, as its operator of AB advertising company, how to find suitable advertisers and formulate effective investment marketing strategy, will determine the future operation of the whole project, and play an important role in the future development of the company. The article is divided into five parts, focusing on the environmental analysis of the third chapter and the marketing strategy of the fourth chapter. The basis of the analysis is based on the data obtained from the study of literature and the field investigation of the company, and combined with other factors, the macro environment and competitive environment faced by the project are analyzed in detail, the SWOT matrix is obtained, and then the market is briefly divided to determine the target customer. After this series of analysis, combined with the marketing 4P theory, the marketing strategy of the project is carefully studied, and finally a certain meaningful conclusion is drawn. In view of the limited scope of personal ability and research, there are inevitably shortcomings in the article. But generally speaking, the topic studied in this paper has certain theoretical and practical significance, and will be used as the basis for the development of the project.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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