高铁媒体广告的创新策略分析研究 文化产业管理专业

摘 要高速铁路的发展，带动了高速铁路媒体的发展。由于高铁发展迅猛、宣传优势明显，高铁媒体受到了世人的关注。在当今，高铁媒体在广告宣传上存在着诸多弊端，比如说过多的硬性广告、广告内容缺乏新意等。针对这种情况，要想将高铁媒体广告宣传攻势发挥到最大限度，需要更新广告内容，吸引受众群体，同时可以尝试品牌专列等创新策略，唯有如此，才能实现高铁媒体效用最大化。关键词：高铁 媒体 创新ABSTRACTThe development of China Railway High-speed leads to the development of railway media .Due to the development of China Railway High-speed , high-speed rail media is payed attention by people. Nowadays, there are many drawbacks in advertising media of China Railway High-speed, such as said many mandatory advertising, advertising content lack of fresh .In view of this situation, in order to making full use of high-speed rail media advertising , that need to update the advertising content, so that it can attract the audience, at the same time, we can attempt to brand line, innovation strategy, only in this way, we can realize the effect of the high-speed rail media .Key Words: China Railway High-speed ; Media ; Innovation目 录摘 要........................................................................................................................................1ABSTRACT.............................................................................................................................2绪 论.........................................................................................................................................1一、高铁媒体产生背景..........................................................................................................1（一）高铁发展状况及发展规划...................................................................................1（二）高铁与媒体之间的推动关系............................................................................