Guang Zhou Subway Advertising Business Model Analysis And Dissemination Of Results

In recent urbanization, massive population flows economically developed cities, increasing urban population size, bring prosperity to the local but also caused local traffic congestion, for this situation, the major cities have complete appropriate urban rail Transit (MRT) system, and a lot of the capital city have begun to be included among the subway construction plans for the future.This study is based on the reality of subway advertising background and theoretical background of empirical research advertising campaign, Guangzhou City subway advertising as the research object, the integrated use of interviews, questionnaires variety of research methods and text analysis, etc., on the subway advertising business models and dissemination of results of in-depth discussion and analysis.Specific research steps in this article is to get first-hand data of Guangzhou Metro subway agents operating through interviews and Metro staff in the analysis of the Guangzhou subway ads run "Canton model", describes the current Chinese subway advertising "Beijing Model" and "Shanghai model." This paper studies the effect of the Guangzhou subway ads spread mainly through questionnaires, by selecting three typical station Metro line questionnaire distribution, recycling, and the questionnaire certain treatment, from the audience’s attention on the subway ads, recognition and purchase behavior to study three aspects.The paper is divided into five chapters. The first chapter is the introduction part, explain the background and significance of the topic issue of this paper, and the subway advertising business models and dissemination of results related to current research to sort out, while the main research methods In this study, will be described and related concepts defined.The second chapter in a time axis, combing the relevant historical development of domestic and subway ads, and Beijing and Shanghai, the two typical urban metro business model were introduced and compared. By introducing the development of Guangzhou Metro Guangzhou Metro combined with interviews with advertising agencies and related information obtained classified order to clarify the current operating mode and proxy mode Guangzhou subway ads.The third chapter focuses on the Guangzhou subway advertising campaign, the first comb concept Advertisements and associated methods of advertising audience research, then Metro Line 1 and circumstances related to inventory reports, designed the questionnaire survey sample distribution and recovery, the returned questionnaires are processed to the audience awareness, attitudes and behavior of a subway advertising campaign.The fourth chapter is a comprehensive two chapters on the content and results of the analysis, the development of the Guangzhou subway ads provide strategic advice. The fifth chapter is inadequate and the prospect of this study.