鄭州地鐵廣告?zhèn)鞑パ芯?/H1>
發(fā)布時(shí)間：2018-01-27 09:33
本文關(guān)鍵詞： 鄭州地鐵 地鐵廣告 廣告受眾 古都文化 出處：《鄭州大學(xué)》2017年碩士論文 論文類(lèi)型：學(xué)位論文
【摘要】：地鐵在城市公共交通運(yùn)輸中一直扮演著重要的角色。地鐵廣告作為快速交通類(lèi)廣告的載體,以豐富多彩的形式和內(nèi)容被廣大公眾所關(guān)注。與戶外廣告相比,地鐵廣告具有人流量大、高關(guān)注度、高回憶率、目標(biāo)受眾固定、媒介形式多樣等優(yōu)勢(shì)。鄭州地鐵1號(hào)線一期工程于2013年底建成通車(chē),伴隨著地鐵的興起,地鐵媒體取得了快速發(fā)展,地鐵媒體已成為鄭州廣告業(yè)的重要組成部分。地鐵廣告不僅僅承載著其本身的商業(yè)價(jià)值,更是展示城市文化和精神文明建設(shè)成果的重要載體。對(duì)鄭州地鐵廣告及其傳播效果開(kāi)展有針對(duì)性的調(diào)查研究,有助于合理開(kāi)發(fā)利用地鐵媒介資源,提升地鐵廣告的影響力,實(shí)現(xiàn)鄭州地鐵廣告的可持續(xù)發(fā)展。本文介紹了與地鐵廣告相關(guān)的概念和理論,系統(tǒng)分析了鄭州地鐵廣告的傳播環(huán)境、傳播優(yōu)勢(shì)、傳播主體。通過(guò)問(wèn)卷調(diào)查法對(duì)鄭州地鐵廣告受眾的年齡、學(xué)歷、職業(yè)和收入以及地鐵廣告的傳播效果進(jìn)行系統(tǒng)分析,歸納總結(jié)了鄭州地鐵廣告的受眾特征、受眾態(tài)度,分析了地鐵廣告的媒介效果。通過(guò)訪談法深入了解了鄭州地鐵廣告發(fā)展的優(yōu)勢(shì)和存在的問(wèn)題。通過(guò)分析發(fā)現(xiàn),鄭州地鐵廣告還存在內(nèi)容單一、缺乏創(chuàng)意;廣告布局不合理、空間利用率差;本土文化廣告缺失以及缺少?gòu)V告測(cè)評(píng)等問(wèn)題。結(jié)合鄭州地鐵巨大的發(fā)展?jié)摿σ约班嵵莸罔F廣告的良好的媒介環(huán)境,在充分了解地鐵廣告受眾特征的情況下,借鑒國(guó)內(nèi)外地鐵廣告發(fā)展的經(jīng)驗(yàn),對(duì)鄭州地鐵廣告的有效傳播提出了針對(duì)性的對(duì)策建議:豐富廣告內(nèi)容,提升廣告創(chuàng)意;傳承鄭州古都文化,提升公益廣告感染力;提高廣告布局的專(zhuān)業(yè)化,增強(qiáng)地鐵空間的利用率;建立科學(xué)的媒介測(cè)評(píng)體系,增強(qiáng)廣告的運(yùn)營(yíng)能力;創(chuàng)新互動(dòng)營(yíng)銷(xiāo)模式,強(qiáng)化廣告?zhèn)鞑バЧ取Ｍ瑫r(shí)強(qiáng)調(diào),地鐵廣告的傳播目的不僅要提高經(jīng)濟(jì)效益,更應(yīng)該在傳播過(guò)程中展示城市風(fēng)貌,提升城市文化。地鐵廣告和文化息息相關(guān),廣告應(yīng)更加注重結(jié)合本土文化特色進(jìn)行個(gè)性展示。
[Abstract]:Subway has always played an important role in urban public transportation. As the carrier of rapid transit advertising, subway advertising has been concerned by the public with rich and colorful forms and contents. Compared with outdoor advertising. Subway advertising has the advantages of large flow of people, high attention, high recall rate, fixed target audience, various media forms, etc. The first phase of Zhengzhou Metro Line 1 project was completed in end of 2013, along with the rise of subway. Subway media has made rapid development, subway media has become an important part of the advertising industry in Zhengzhou. Subway advertising not only carries its own commercial value. It is also an important carrier to display the achievements of urban culture and spiritual civilization construction. To carry out targeted investigation and research on Zhengzhou subway advertising and its spreading effect is helpful to the rational development and utilization of subway media resources. This paper introduces the concepts and theories related to subway advertising, and systematically analyzes the communication environment and advantages of subway advertising in Zhengzhou. Through the questionnaire survey of Zhengzhou subway advertising audience age, education, occupation and income as well as the transmission effect of subway advertising were systematically analyzed, summarized the characteristics of Zhengzhou subway advertising audience. Audience attitude, analysis of the media effect of subway advertising. Through interviews in-depth understanding of Zhengzhou subway advertising development advantages and problems. Through analysis, Zhengzhou Metro advertising still exists in a single content. Lack of creativity; The advertisement layout is unreasonable, the space utilization ratio is poor; Combining the huge development potential of Zhengzhou subway and the good media environment of Zhengzhou subway advertising, we can fully understand the characteristics of the audience of subway advertising. Referring to the experience of subway advertisement development at home and abroad, this paper puts forward some countermeasures and suggestions for the effective dissemination of subway advertisement in Zhengzhou: enriching the advertising content and promoting the advertising originality; Inheriting the ancient capital culture of Zhengzhou and promoting the appeal of public service advertisement; Improve the specialization of advertising layout, enhance the utilization rate of subway space; Establish a scientific media evaluation system to enhance the advertising operation capacity; At the same time, it is emphasized that the communication purpose of subway advertising should not only improve economic benefits, but also show the city style and features in the process of communication. Promotion of urban culture. Subway advertising and culture are closely linked, advertising should pay more attention to combining local cultural characteristics for personality display.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.8;G206
，
本文編號(hào)：1468154
本文鏈接：http://www.sikaile.net/jingjilunwen/guojimaoyilunwen/1468154.html
本文關(guān)鍵詞： 鄭州地鐵 地鐵廣告 廣告受眾 古都文化 出處：《鄭州大學(xué)》2017年碩士論文 論文類(lèi)型：學(xué)位論文
【摘要】：地鐵在城市公共交通運(yùn)輸中一直扮演著重要的角色。地鐵廣告作為快速交通類(lèi)廣告的載體,以豐富多彩的形式和內(nèi)容被廣大公眾所關(guān)注。與戶外廣告相比,地鐵廣告具有人流量大、高關(guān)注度、高回憶率、目標(biāo)受眾固定、媒介形式多樣等優(yōu)勢(shì)。鄭州地鐵1號(hào)線一期工程于2013年底建成通車(chē),伴隨著地鐵的興起,地鐵媒體取得了快速發(fā)展,地鐵媒體已成為鄭州廣告業(yè)的重要組成部分。地鐵廣告不僅僅承載著其本身的商業(yè)價(jià)值,更是展示城市文化和精神文明建設(shè)成果的重要載體。對(duì)鄭州地鐵廣告及其傳播效果開(kāi)展有針對(duì)性的調(diào)查研究,有助于合理開(kāi)發(fā)利用地鐵媒介資源,提升地鐵廣告的影響力,實(shí)現(xiàn)鄭州地鐵廣告的可持續(xù)發(fā)展。本文介紹了與地鐵廣告相關(guān)的概念和理論,系統(tǒng)分析了鄭州地鐵廣告的傳播環(huán)境、傳播優(yōu)勢(shì)、傳播主體。通過(guò)問(wèn)卷調(diào)查法對(duì)鄭州地鐵廣告受眾的年齡、學(xué)歷、職業(yè)和收入以及地鐵廣告的傳播效果進(jìn)行系統(tǒng)分析,歸納總結(jié)了鄭州地鐵廣告的受眾特征、受眾態(tài)度,分析了地鐵廣告的媒介效果。通過(guò)訪談法深入了解了鄭州地鐵廣告發(fā)展的優(yōu)勢(shì)和存在的問(wèn)題。通過(guò)分析發(fā)現(xiàn),鄭州地鐵廣告還存在內(nèi)容單一、缺乏創(chuàng)意;廣告布局不合理、空間利用率差;本土文化廣告缺失以及缺少?gòu)V告測(cè)評(píng)等問(wèn)題。結(jié)合鄭州地鐵巨大的發(fā)展?jié)摿σ约班嵵莸罔F廣告的良好的媒介環(huán)境,在充分了解地鐵廣告受眾特征的情況下,借鑒國(guó)內(nèi)外地鐵廣告發(fā)展的經(jīng)驗(yàn),對(duì)鄭州地鐵廣告的有效傳播提出了針對(duì)性的對(duì)策建議:豐富廣告內(nèi)容,提升廣告創(chuàng)意;傳承鄭州古都文化,提升公益廣告感染力;提高廣告布局的專(zhuān)業(yè)化,增強(qiáng)地鐵空間的利用率;建立科學(xué)的媒介測(cè)評(píng)體系,增強(qiáng)廣告的運(yùn)營(yíng)能力;創(chuàng)新互動(dòng)營(yíng)銷(xiāo)模式,強(qiáng)化廣告?zhèn)鞑バЧ取Ｍ瑫r(shí)強(qiáng)調(diào),地鐵廣告的傳播目的不僅要提高經(jīng)濟(jì)效益,更應(yīng)該在傳播過(guò)程中展示城市風(fēng)貌,提升城市文化。地鐵廣告和文化息息相關(guān),廣告應(yīng)更加注重結(jié)合本土文化特色進(jìn)行個(gè)性展示。
[Abstract]:Subway has always played an important role in urban public transportation. As the carrier of rapid transit advertising, subway advertising has been concerned by the public with rich and colorful forms and contents. Compared with outdoor advertising. Subway advertising has the advantages of large flow of people, high attention, high recall rate, fixed target audience, various media forms, etc. The first phase of Zhengzhou Metro Line 1 project was completed in end of 2013, along with the rise of subway. Subway media has made rapid development, subway media has become an important part of the advertising industry in Zhengzhou. Subway advertising not only carries its own commercial value. It is also an important carrier to display the achievements of urban culture and spiritual civilization construction. To carry out targeted investigation and research on Zhengzhou subway advertising and its spreading effect is helpful to the rational development and utilization of subway media resources. This paper introduces the concepts and theories related to subway advertising, and systematically analyzes the communication environment and advantages of subway advertising in Zhengzhou. Through the questionnaire survey of Zhengzhou subway advertising audience age, education, occupation and income as well as the transmission effect of subway advertising were systematically analyzed, summarized the characteristics of Zhengzhou subway advertising audience. Audience attitude, analysis of the media effect of subway advertising. Through interviews in-depth understanding of Zhengzhou subway advertising development advantages and problems. Through analysis, Zhengzhou Metro advertising still exists in a single content. Lack of creativity; The advertisement layout is unreasonable, the space utilization ratio is poor; Combining the huge development potential of Zhengzhou subway and the good media environment of Zhengzhou subway advertising, we can fully understand the characteristics of the audience of subway advertising. Referring to the experience of subway advertisement development at home and abroad, this paper puts forward some countermeasures and suggestions for the effective dissemination of subway advertisement in Zhengzhou: enriching the advertising content and promoting the advertising originality; Inheriting the ancient capital culture of Zhengzhou and promoting the appeal of public service advertisement; Improve the specialization of advertising layout, enhance the utilization rate of subway space; Establish a scientific media evaluation system to enhance the advertising operation capacity; At the same time, it is emphasized that the communication purpose of subway advertising should not only improve economic benefits, but also show the city style and features in the process of communication. Promotion of urban culture. Subway advertising and culture are closely linked, advertising should pay more attention to combining local cultural characteristics for personality display.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.8;G206
，
本文編號(hào)：1468154
本文鏈接：http://www.sikaile.net/jingjilunwen/guojimaoyilunwen/1468154.html
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