《论北京地铁广告资源的开发利用》【毕业设计论文】.docVIP

PAGE l 题目：论北京地铁广告资源的开发利用 摘 要 户外广告近年来的广告额一直呈现上升之势,地铁广告属于户外广告,有着不同于其他媒体的特性和独特的发展空间。本文首先以北京地铁乘客为调查对象进行了“北京地铁广告投放效果调查”，并对广告主、广告公司、地铁管理部门进行了研究，初步了解了北京地铁广告资源的利用现状，发现目前北京地铁广告资源的开发利用上存在着一些问题。针对问题，从技术、受众接受程度、公共影响度、政策法规四个方面进行了开发利用地铁广告资源的可行性分析。在可行的基础上，根据调查研究中发现的北京地铁广告资源开发利用上现存的问题，结合自身客观条件，借鉴国内外开发利用地铁广告的成功经验，对开发利用北京地铁广告的方法进行了一些探索，并最终提出提升广告创意，提高投放精准性，利用新技术、新形式，注重受众心理感情等几点建议。 关键词：北京 地铁广告 开发 利用 问题 建议 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 Metros 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 目 录 摘 要…………………………………………………