The Study On Bicycle Media Development Status In China

In the background of advertising market competition mechanism and the advocacy of "Green Environmental Protection", the bicycle media of China came into being. With media professionals'20 years effort, bicycle media gradually entered everyone's life.Initially "civil bicycle" was taken as an advertising medium which was supposed to meet the requirement of media's wide coverage. However, the degree of public approval is basically the most crucial factor that influences the media development. But the prejudice has been rooted in Chinese people's mind that bicycle media is low-end advertising. Consequently, the degree of public approval on bicycle media remains low.Then media professionals carried out a series of reformation on bicycle media, the medium was shift from civil bicycle to other composite facilities, and ultimately to present free public bicycle rental system. Media professionals want to increase the degree of public approval on bicycle media through making the public realize it is low carbon emission, environmental friendly and charitable. But the high expenditure on running the free public bicycle rental system made cooperates and the government under pressure. At present, the sustainable running of public bicycle program cannot be achieved. Due to this, seldom advertiser was interested in bicycle media platform. It is hard to estimate when and whether its media value can be achieved.What is the future of bicycle media? The research on its current development status may help us find a way to promote its development in the future. And two aspects are essential parts that should be focused on bicycle media development status research, including bicycle media medium status, bicycle media status. And the bicycle media status in this theses is divided into two parts of "the bike media forms and marketing performance" and "the bicycle media advertising and its approbation degree" to be analysed.The literature method and empirical research method were used in this thesis. The literature analysis was taken to research on the current status of public bicycle rental system in Hangzhou, Wuhan, Shanghai, Beijing and Chengdu. A detailed analysis is made on bicycle media medium (Refer to public bicycles and related composite facilitators) status and bicycle media development status. The empirical research method is used to do survey on "bicycle media public approval" in above 5 cities.A conclusion can be drawn that many problems exist in bicycle media development in China, such as the difficulty in running free public bicycle rental system, the lack of advertisement, and the public different degrees of approval on bicycle body media and bicycle composite facilitator media. Meanwhile, various developing speed in different cities results in the differences on degree of public approval. The development of bicycle media also requires enough space and virtuous environment. This kind of media will be easier to be promoted in "Slow Culture" and middle-size cities. Its development required people's public consciousness, the traffic system, geological environment and other factors. It is also affected by the city industrial structure, population density and travel demand.Although many problems still exist in bicycle media development, it has great potential to get further development. In the background of low carbon economy advocacy, its own features such as "environment-friendly" and "charitable" can gain enough development space. Its development requires advertisers' flexible adjustment according to market demand and policy. What's more, the assistance from the government is another important condition. The government can increase public awareness on this new media by guiding people's attention to support the public bicycle. Besides, it can create virtuous environment for bicycle media advertisers to push forward this industry and ultimately reach the mutual benefits among the society, the media professionals and the public.