中国地铁媒体发展态势研究——以北京地铁媒体

中国地铁媒体发展态势研究——以北京地铁媒体
摘  要
随着中国公共交通网络媒体的不断壮大，地铁媒体作为一种新兴媒体逐渐进入人们的视线，在我国已经开通地铁的京津沪穗深等几个大城市，地铁媒体越来越受到关注，目标受众也越来越增多，广告效果也越来越好，可以说，地铁媒体在中国的春天即将来临。北京是中国第一个拥有地铁的城市，其网络的完善度无人可比，作为中国地铁媒体发展的代表，北京地铁媒体反映出了很多当今时代中国地铁媒体发展遇到的瓶颈及机遇。研究地铁媒体的发展，可以有助于我们更好的完善中国公共交通媒体网络，打造一个更好的交通环境。本文针对中国地铁媒体的表现形式，广告内容，独有的特点以及与外国地铁媒体发展的比较等对地铁媒体进行深入剖析，从中找出了中国地铁媒体发展的不足，并针对媒体投放策略等提出了可行性建议。
关键词：地铁媒体   目标受众   媒体投放策略

Metro Media Development Situation of China
——— A Case Study of Beijing metro media

                       Abstract
    With the public transport network media is constantly growing, metro media as a new media gradually coming into sight, our country has been opened in Beijing, Tianjin, Guangzhou and Shenzhen subway several major cities, metro media, more and more attention, target more and more audiences, more and better advertising effect can be said that the MTR of the media in the coming spring in China. Beijing is China's first subway in the city has its unmatched network of sophistication, as the representative of the development of metro media, the media reflect the Beijing subway a lot of media development in the times of metro bottlenecks and opportunities encountered. The development of metro media can help us better improve the public transport media networks to create a better traffic environment. In this paper, the manifestation of metro media, advertising content, unique characteristics and development with foreign media comparison of the MTR on the Metro-depth analysis of the media, it reveals the lack of media development in China's subway and proposed strategies for the media launch the feasibility of proposals.   

Keywords: metro media   target audience    media release policy

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