【作者】 陈春瑜；

【导师】 沙振权；

【作者基本信息】 华南理工大学 ， 工商管理， 2010， 硕士

【摘要】 随着地铁与巴士公交的换乘越来越频繁,巨大的人流在公共交通系统中流动,乘客的注意力就像一个磁场,吸引各种商家的注意,促使了巴士媒介与地铁媒介等多种广告传媒形态应运而生,并发展成一个渐成体系的“公共交通媒介广告场”,成为户外广告的重要组成部分。在新型户外广告媒介的冲击之下,B广告集团通过合理的营销策略保持了自身公共交通媒介的垄断经营地位,但仍可通过营销策略的调整发掘潜在的发展空间,增强地铁媒介及巴士媒介的竞争力。本文从三个方面对B广告集团在户外公共交通媒介市场及其营销策略进行研究后,得出有价值的结论和建议。第一部分主要对广州公共交通媒介广告市场进行分析,从广州公共交通的发展现状、客户状况和受众到达率等三方面进行研究。第二部分,从B广告集团的现状和面临的经营问题出发,通过市场细分、市场定位和营销策略进行分析,揭示B广告集团媒介营销的合理性和可能制约发展的原因。第三部分在大量参阅国内外关于媒介协作营销策略的文献基础上,结合B广告集团的媒介营销经验,提出一系列的协同营销策略调整。本文通过对B广告集团及其市场情况的研究以及市场营销策略的分析,肯定了其市场营销策略的合理性,同时也对潜在问题提出解决办法,为我国众多经营不同媒介的广告企业以及有相同背景的媒介型广告企业提供借鉴。更多还原

【Abstract】 With the metro and bus to transfer more and more frequently, a huge crowd in the public transport system attracts the attention of a variety of businesses, like a magnetic field. The advertising of bus and metro forms a public transportation media market wall, and becomes an important part of outdoors advertising. In the new media under the impact of outdoor advertising, B Advertising Group still keeps her leading status by proper marketing strategy. But she could have protential development by adjusting the marketing strategy.This paper introduces the marketing strategy of B Advertising Group in three aspects, and then draws to valuable conclusions. The first part analyzes the public transportation advertising market in Guangzhou by the development of public transportation, the reach study of customer and audience. The second part, based at the condition of B Advertising Group, trys to indicate the reasonable of markeing strategy, as well as the protential problem by market segmentation, market positioning and marketing strategy. The third part offers a series of adjusting marketing strategy, regarding to the domestic and overseas cooperative marketing strategy.Through the above analysis, this paper affirms its reasonable marketing strategy, and suggests an adjusted cooperative marketing strategy for B Advertising Group. It not only proposes solutions to those media companies with the same backgrounp, but also to the same type advertising companies for reference.更多还原