Advertising Marketing Strategy Research Of Beijing Intelligent Bus Station Kiosk

With the accelerating pace of social and economic development in our country, the city scale expands unceasingly, the capacity of the public transport system is getting worse, it is urgent to upgrade the public transportation intelligent operating system. Provinces、 cities and regions in our country all starts to carry on the public transportation intelligence operation the research. Because of the government’s attention, public transportation facilities gradually began to develop and improve. With the bus station kiosk to be the carrier, bus advertising resources as a kind of product on the market, it provides the public transport facilities management and maintenance of the essential economic security.Along the Chang An Street in Beijing,it built 300 intelligent bus station kiosks, with such a huge amount of advertising media resources, coupled with the unique advantages of Beijing intelligent bus station kiosks, here is one of the best location for advertisers to advertise. As the Beijing intelligent bus station kiosks advertising operators, the Beijing public transport company need to make use of the advertising media resources, find the suitable customer, and develop effective marketing strategies, determine the future development of the whole project,and plays a significant role to the company’s developmentThe thesis is divided into five parts, the study focused on the fourth chapter of the strategic environment analysis and the fifth chapter of marketing strategy analysis. It’s built on the basis of the analysis of the literature research and field survey data. The macro environment and the competition environment which faces to the project were analyzed in detail, using the SWOT factors to analyze the advantages and disadvantages, use STP theory to subdivide the market, determine the target customer groups. Finally, combined the 4P marketing theory, marketing strategy of project of analysis, draws the conclusion, for intelligent bus station kiosks advertising marketing strategy provides a certain reference.