【作者】 刘媛；

【导师】 童清艳；

【作者基本信息】 上海交通大学 ， 传播学， 2008， 硕士

【摘要】 近年来在中国市场上,地铁广告媒体公司如雨后春笋般涌现,紧随着中国的地铁城市越来越多、单个城市的地铁网络越来越发达,这些公司均在各使其招、不断地扩展自己的业务版图。随着2005年底中国广告市场全面对外资开放,地铁广告媒体尤其是成立不久的公司,要想走可持续发展的道路、守住中国地铁这个集聚大量注意力资源的空间,必须提高品牌经营意识、加强品牌经营策略的管理。本文对中国市场上出现的地铁广告媒体品牌做了系统的分析与研究,包括报纸广告媒体品牌《I时代报》以及Metro、DM杂志广告品牌新乘坐传媒、视频广告媒体品牌DMG、户外数字电视广告媒体品牌东方明珠移动电视、优惠营销信息媒体品牌VELO(维络城)以及户外广告媒体品牌JCDecaux,并在此基础上,利用媒体品牌经营的相关理论作为指导,对地铁广告媒体品牌的经营提出了诸多建议。本文从媒体品牌塑造、推广、延伸以及输出四个方面,分析、总结了多项地铁广告媒体品牌经营的具体策略,包括深化“地铁家具”的概念、将户外广告与公共服务有机结合,利用地铁空间内的优势媒体刊载品牌推广广告,打造具有中国特色的户外视频广告奖项等等,并归结出创新和环保意识是地铁广告媒体行业可持续发展的两大法宝。更多还原

【Abstract】 In recent years, Metro advertising media companies continue to emerge. Following more and more metro cities and the metro network’s steady improvement in certain city ,all the companies are trying to expand their business. Since the advertising industry is open to foreign investment in China by the end of 2005, the metro advertising media companies must raise awareness on brand management and strengthen the management of brand strategy.Based on the analysis of the metro advertising media brands ,such as newspaper brand - metro express and metro, DM magazine brand -Fastlane,video advertising media brand - DMG, outdoor advertising media brand - JCDecaux, I put forward several advices for the brand management with the guidance of brand management thoeries, such as deepen the concept of metro furniture, create the outdoor video advertising award with Chinese characteristics.Finally, I summed up the two important factors - innovation and environmental awareness for the development of metro advertising media industry.更多还原