高铁媒体广告价值评估研究

发布时间：2018-05-14 19:07

本文选题：高铁广告 + 价值评估　；参考：《南昌大学》2017年硕士论文

【摘要】：近年来,随着中国综合国力的迅速发展,经济活动的增长带动了国内外企业的合作、交流和旅游,使高铁的发展进入快速扩张阶段。随着高铁媒体广告市场的兴盛,广告主越来越看重这一块市场,传统的广告价值评估方法已经不适应市场发展需求,业界更加需要一种科学、系统、全面的广告价值评估研究的方法和评估体系,以更加科学地指导广告经营。因此,对高铁媒体商业价值的发展研究有迫切的需求和现实意义。本文将高铁媒体作为研究对象,结合广告价值生成机制,分析每个阶段广告价值的影响因素,建立高铁媒体广告价值评估体系。第一部分主要阐述高铁媒体广告价值评估相关概念和基本理论,分析高铁媒体广告的分类与优势;第二部分建立评估模型,介绍所用的方法;第三部分和第四部分主要研究高铁媒体广告价值评估构建过程,并通过在使用和满足理论的基础上,采用文献法研究出高铁媒体广告价值影响指标分为“广告环境”、“媒体特质”、“受众价值”、“可见机会”和“投入成本”五个一级指标以及“空间大小”、“人流密度”、“广告密度”及“媒体周边干扰度”等十七个二级指标,并计算一级指标和二级指标的权重值,通过一次性检验后,建立出高铁广告价值评价体系;第五部分运用该模型对两个高铁媒体实例广告价值进行评估,进行实证分析。
[Abstract]:In recent years, with the rapid development of China's comprehensive national strength, the growth of economic activities has led to the cooperation, exchange and tourism of domestic and foreign enterprises, so that the development of high-speed rail has entered a stage of rapid expansion. With the prosperity of the high speed rail media advertising market, advertisers are paying more and more attention to this market. The traditional methods of evaluating the value of advertisements are no longer suitable for the needs of market development. The industry even more needs a kind of science and system. Comprehensive advertising value evaluation research methods and evaluation system to guide advertising management more scientifically. Therefore, the development of commercial value of high-speed rail media has an urgent need and practical significance. Based on the mechanism of advertising value generation, this paper analyzes the influencing factors of advertising value in each stage, and establishes the evaluation system of advertising value of high-speed rail media. The first part mainly elaborates the related concepts and basic theories of high speed rail media advertising value evaluation, analyzes the classification and advantages of high speed rail media advertising, the second part establishes the evaluation model and introduces the methods used. The third part and the fourth part mainly study the construction process of the high speed rail media advertisement value evaluation, and through the use and the satisfaction theory foundation, uses the literature method to study the high-speed rail media advertisement value influence index to divide into "the advertisement environment". "Media quality", "audience value", "visible opportunity" and "input cost" and 17 secondary indicators such as "size of space", "density of people", "advertising density" and "degree of interference around the media", etc. And calculate the weight of the first and second indicators, through a one-time test, establish a high-speed rail advertising value evaluation system; the fifth part uses the model to evaluate the advertising value of two examples of high-speed rail media, and carry out empirical analysis.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.8

【参考文献】