本文選題：地鐵 + 廣告媒體品牌　； 參考：《上海交通大學(xué)》2008年碩士論文

【摘要】： 近年來(lái)在中國(guó)市場(chǎng)上,地鐵廣告媒體公司如雨后春筍般涌現(xiàn),緊隨著中國(guó)的地鐵城市越來(lái)越多、單個(gè)城市的地鐵網(wǎng)絡(luò)越來(lái)越發(fā)達(dá),這些公司均在各使其招、不斷地?cái)U(kuò)展自己的業(yè)務(wù)版圖。隨著2005年底中國(guó)廣告市場(chǎng)全面對(duì)外資開放,地鐵廣告媒體尤其是成立不久的公司,要想走可持續(xù)發(fā)展的道路、守住中國(guó)地鐵這個(gè)集聚大量注意力資源的空間,必須提高品牌經(jīng)營(yíng)意識(shí)、加強(qiáng)品牌經(jīng)營(yíng)策略的管理。 本文對(duì)中國(guó)市場(chǎng)上出現(xiàn)的地鐵廣告媒體品牌做了系統(tǒng)的分析與研究,包括報(bào)紙廣告媒體品牌《I時(shí)代報(bào)》以及Metro、DM雜志廣告品牌新乘坐傳媒、視頻廣告媒體品牌DMG、戶外數(shù)字電視廣告媒體品牌東方明珠移動(dòng)電視、優(yōu)惠營(yíng)銷信息媒體品牌VELO(維絡(luò)城)以及戶外廣告媒體品牌JCDecaux,并在此基礎(chǔ)上,利用媒體品牌經(jīng)營(yíng)的相關(guān)理論作為指導(dǎo),對(duì)地鐵廣告媒體品牌的經(jīng)營(yíng)提出了諸多建議。 本文從媒體品牌塑造、推廣、延伸以及輸出四個(gè)方面,分析、總結(jié)了多項(xiàng)地鐵廣告媒體品牌經(jīng)營(yíng)的具體策略,包括深化“地鐵家具”的概念、將戶外廣告與公共服務(wù)有機(jī)結(jié)合,利用地鐵空間內(nèi)的優(yōu)勢(shì)媒體刊載品牌推廣廣告,打造具有中國(guó)特色的戶外視頻廣告獎(jiǎng)項(xiàng)等等,并歸結(jié)出創(chuàng)新和環(huán)保意識(shí)是地鐵廣告媒體行業(yè)可持續(xù)發(fā)展的兩大法寶。
[Abstract]:In recent years, subway advertising media companies have sprung up in the Chinese market, following the increasing number of subway cities in China and the development of subway networks in individual cities.Continue to expand your business territory.With the full opening of China's advertising market to foreign capital at the end of 2005, the subway advertising media, especially the newly established companies, want to take the road of sustainable development and preserve the space where China's subway is concentrating a large amount of attention resources.We must improve the brand management consciousness and strengthen the management of brand management strategy.This paper makes a systematic analysis and research on the subway advertising media brands in the Chinese market, including newspaper advertising media brand "I Times" and Metro-DM magazine advertising brand new riding media.Video advertising media brand DMG, outdoor digital television advertising media brand Oriental Pearl Mobile TV, preferential marketing information media brand Vero (Vero City) and outdoor advertising media brand JCDecaux. and on this basis,Under the guidance of the theory of media brand management, this paper puts forward many suggestions on the management of subway advertising media brand.In this paper, from four aspects of media brand shaping, promotion, extension and output, this paper analyzes and summarizes the concrete strategies of many subway advertising media brand management, including deepening the concept of "subway furniture" and organically combining outdoor advertising with public service.Using the superior media in the subway space to publish brand advertising, to create outdoor video advertising awards with Chinese characteristics and so on, it is concluded that innovation and environmental awareness are two magic weapons for the sustainable development of subway advertising media industry.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊洪豐;歐國(guó)立;郭春芳;;我國(guó)城市軌道交通廣告的發(fā)展與規(guī)制[J];中國(guó)國(guó)情國(guó)力;2010年11期

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本文編號(hào)：1740326