论文 论北京地铁广告资源的开发利用(2)

论文 论北京地铁广告资源的开发利用

Abstract

Outdoor advertising sales in recent years has been a rising trend, Mass Transit Railway advertising is outdoor advertising, with characteristics different from other media, and unique space for development. In this paper, the Beijing subway passengers for the survey carried out "the effect of Beijing Subway ads investigation", and advertisers, advertising agencies, the MTR management conducted a study on a preliminary understanding of the Beijing Metro's use of advertising resources status and found that the current Beijing Subway resources development and utilization of advertising there are some problems. To solve the problem, from a technical, audience acceptance, public influence, the policies and regulations of the four aspects of the development and utilization of the MTR analysis of the feasibility of advertising resources. Where feasible, based on research found in the Beijing Metro advertising resources on the development and utilization of the existing problems, the objective conditions in light of its own, drawing on the development and utilization of domestic and foreign successful experience of subway advertisements for the development and utilization of Beijing Mass Transit Railway advertising some of the methods explore, and ultimately to enhance the creative, improve delivery accuracy, the use of new technologies, new forms, pay attention to the audience several suggestions, such as psychological feelings.

Key Words：Beijing Subway advertising Development Utilization Issue Suggestion

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