用户体验视角下的地铁乘客广告需求分析方法

Analysis Method of Subway Passenger Advertising Demand from the Perspective of User Experience

目的研究地铁乘客群体与地铁广告之间的关系及需求,以期形成综合乘客出行流程与地铁广告功能系统的广告服务体验闭环。方法对地铁乘客完整出行旅程的体验要素以及空间广告的功能、内容及传播属性进行供需对应关系分析,构建“属性—层级—节点—引导”四维度的AHCG乘客广告需求分析模型,并结合武汉部分地铁线路实际状况,将乘客的出行、消费等综合生活需求结合地铁广告的功能特性及设置方式进行合理运用。结果分析发现现有站点广告商业价值划分方式并不能为地铁广告投放利用带来更有效的帮助,精准投放还需要形成多维标准,以此对各站点进行评估。结论对武汉部分地铁线路进行实际调研,得出的分析方法能够用于将乘客出行、消费等生活需求对应至地铁广告功能开发利用与设置方式改进上,对地铁广告运营乃至广告位基础设施建设都具有一定的参考价值。

The paper aims to study the relationship and demand between subway passenger group and subway adver-tisement to form a closed loop of good advertising service experience that integrates passenger travel process and subway advertising function system.The supply-demand correspondence between subway passengers'complete journey experi-ence elements and the function,content and communication attributes of spatial advertising was analyzed.The AHCG passenger advertising demand analysis model with four dimensions of"Attribution-Hierarchy-Node-Guidance"was con-structed.Combined with the actual conditions of some subway lines in Wuhan,the comprehensive life demands of pas-sengers,such as travel and consumption,were combined with the functional characteristics and setting mode of subway advertisements for reasonable use.The results show that the existing commercial value division of site advertising can not bring more effective help to the use of subway advertising,and the accurate delivery needs to form a multi-dimensional standard to evaluate each site.After the actual investigation and verification of some subway lines in Wuhan,it is believed that this analysis method can be used to correspond the daily needs of passengers,such as travel and consumption,to the development and utilization of subway advertising function and the improvement of setting way,which has certain refer-ence value for subway advertising operation and even the construction of advertising space infrastructure.