Study On Pricing Mechanism Of Urban Bus Advertising Resource

With the accelerating process of urbanization in China, the pressure on urban public transport increased rapidly with each passing day, local governments have responded to the policy of give priority to public transport development,this promoted public transport facilities has been a great deal of development and improvement. Therefore, based on the public transport facilities, bus advertising resources get the expansion and improvement; this guaranteed the supply of bus advertising media market. At the same time, in recent years public transport advertising as a typical representative of the outdoor advertising, it’s prospered in the advertising market with irresistible tendency. However, due to the lack of theoretical support, the efficient development of public transport advertising resources limited by the traditional ways of doing business and pricing strategies. This article focuses on the view of resources owner of the bus companies, deep research on the characteristics of the market and pricing strategies of public transport advertising resources.First, analyze the characteristics of public transport advertising resources, introduce market overview, and summarize the operating status of the each city. Read historical documents and carry out investigation, with preliminary understanding of the combination of bus advertising resources survey to understand reality, theory and practice. Secondly, explore the law and value of public transport advertising resources; analyze the interests of the industry chain of enterprises and research resource pricing mechanism. Use the resources of Western economic theories to explain the law of value, and in-depth analysis of the internal mechanism. Third, explore reasonable resource price formation mechanism, proposed pricing strategy with the purpose of develop the market value. Nationalized bus advertising resources characteristics combined with the advantage of the market-oriented resources management, targeted set of management mechanism, trying to provide advice on the operation and management of the resources of the bus ads for our public transport enterprises. Finally, through introduce the specific operation of Chengdu Public Transport Group Corporation advertising branch, analysis the effective of reasonable pricing mechanism and the operation effect.This article combined the method of expert interviews, documentary research and theoretical analysis. Integrated use economics, marketing, advertising, etc., analysis bus advertising resource price formation mechanism, explore reasonable pricing strategy, try to provide strategic reference for the management departments of public transport enterprises.