分析高铁媒体广告的创新策略分析研究 广告学专业VIP专享VIP免费

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ABSTRACTThedevelopmentofChinaRailwayHigh-speedleadstothedevelopmentofrailwaymedia.DuetothedevelopmentofChinaRailwayHigh-speed,high-speedrailmediaispayedattentionbypeople.Nowadays,therearemanydrawbacksinadvertisingmediaofChinaRailwayHigh-speed,suchassaidmanymandatoryadvertising,advertisingcontentlackoffresh.Inviewofthissituation,inordertomakingfulluseofhigh-speedrailmediaadvertising,thatneedtoupdatetheadvertisingcontent,sothatitcanattracttheaudience,atthesametime,wecanattempttobrandline,innovationstrategy,onlyinthisway,wecanrealizetheeffectofthehigh-speedrailmedia.KeyWords:ChinaRailwayHigh-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...............................................................................3（三）高铁媒体资源优势...............................................................................................3二、传统高铁媒体的宣传策略..............................................................................................5（一）固定的宣传方式...................................................................................................5（二）广告内容单一，无特色.......................................................................................5三、高铁媒体广告创新策略..................................................................................................6（一）优秀的软广告.......................................................................................................6（二）建立符合高铁特点的广告宣传策略...................................................................8（三）LED屏幕创新应用策略......................................................................................9结论.......................................................................................................................................11参考文献................................................................................................................................12致谢.......................................................................................................................................12绪论随着经济发展，消费者活动半径逐步扩展，户外媒体作用越发凸显出来。与中国高速铁路相跟进的是，高速铁路媒体发挥出了巨大的广告价值，这种广告价值以中国经济发展为载体。高速铁路成为了人们出行的主要交通方式，从城市到城市，从省...