摘要
城市轨道交通空间广告资源的商业价值随着客流激增而不断提升,日益成为反哺城市轨道交通后期建设与运营的重要力量。在分析城市轨道交通广告资源特征及分类的基础上,研究广告资源的自主经营、经营代理权外包、合资经营3种开发经营模式,基于联动作用、协同效应、整合效应提出广告资源效益提升策略,针对武汉市城市轨道交通广告资源的开发,提出发挥地铁建设中广告资源的融资能力、开发针对目标受众的商业广告、建立地铁集团权属的广告公司等建议。
Following with the increase of passenger flow, the commercial value of space advertisement resource of urban rail transit are continuously increasing, and becoming the important power of repaying the later-stage construction and operation of urban rail transit. Based on analyzing the advertisement resource characteristics and categories of urban rail transit, this paper studies 3 types of development and operation modes of advertisement resource, including independent operation, outsourcing of operation agency and joint venture, and puts forward strategies of increasing advertisement resource benefit based on linkage action, synergistic effects and integration effects. Targeting with the advertisement resource development of Wuhan urban rail transit, the paper puts forward relative suggestions, such as exerting the financing capacity of advertisement resource in metro construction, developing commercial advertisement based on target audience and establishing advertisement company owned by the Metro Group.
出处
《铁道运输与经济》
北大核心
2014年第6期82-86,共5页
Railway Transport and Economy
基金
武汉地铁集团科技攻关项目(GS-JZ-199)
关键词
城市轨道交通
广告资源
开发经营模式
Urban Rail Transit
Advertisement Resource
Development and Operation Mode
