城市轨道交通车厢内视觉广告合理设置研究

Study on Reasonable Arrangement of Visual Advertisements in Urban Rail Transit Cars

将视觉广告设置在城市轨道交通车厢内乘客密集的区域才能发挥其优势。通过分析得出:车厢设施的类型和布置是决定乘客分布的主要因素。将车厢内的站立区域分为不同的设施服务区,对北京轨道交通典型线路设施服务区内乘客数的变化进行实地调研。运用非线性数值回归的统计分析理论,拟合北京地铁4号线和13号线乘客密度与各区域人数的关系曲线,得到乘客在车厢内的分布规律,为车厢内视觉广告的设置提供理论依据,并对广告的合理位置和内容提出建议。

In order to make the visual advertisements more effective in urban rail transit cars, the advertisements must be set in the areas with high passenger density. The types and arrangement of the facilities in cars were analyzed and found to be the major factors that determine the passenger distribution. The standing area in cars was divided into several facility service areas, and then an investigation was made to study the passenger number variation in the facility service areas of the typical subway lines in Bcijing. A nonlinear regression analysis was performed on relationships between standing passenger density and passenger numbers of all the facility service areas on Line 4 and Line 13 of the Beijing Subway. Then, the distribution of standing passengers was characterized. A theoretical basis for visual advertisement arrangement in urban rail transit cars is provided and some advice on reasonable positions and contents of visual advertisements is proposed based on the results.