城市轨道交通广告资源经营管理研究

Study on Management and Operation of Advertisement Resources in Urban Rail Transit

对城市轨道交通空间广告资源的特征及其构成进行了分析,归纳了轨道交通空间广告资源经营原则,讨论了广告资源的经营方式,并重点探讨了如何利用广告资源进行融资,对武汉市轨道交通空间广告资源经营提出了初步建议。

This paper analyzes the features and composition of the advertise- ment resources in the space along the urban transit line, sums up the principle for and the approach to utilizing the resources, and explores financing by means of the resources. It puts forward the advice re- garding the operation of the advertisement resources in the space along the urban rail transit line in Wuhan city.