Assess And Study The Value Of High-speed Train Media Advertising

In recent years,with the rapid development of China's comprehensive national strength,the growth of economic activities led to domestic and foreign enterprises cooperation,exchanges and tourism,the development of high-speed rail into the rapid expansion phase.With the development of high iron media advertising market,advertisers pay more and more attention to this piece of the market,the advertising value of the traditional evaluation methods can not adapt to the market demand,the industry needs more research methods and assessment system is a scientific,systematic and comprehensive assessment of the value of advertising,with a more scientific guidance for advertising business.Therefore,there is an urgent need and practical significance for the research on the development of high speed railway media business value.In this paper,high-speed rail media as the object of study,combined with the formation mechanism of advertising value,analysis of the factors affecting the value of advertising in each stage,the establishment of high-speed rail media advertising value evaluation system.The first part mainly expounds the high iron media advertising value assessment of the relevant concepts and basic theories,analyzing the classification and advantages of high-speed media advertising;the second part of the establishment of evaluation model and method for the introduction;construction process evaluation of the third part and the fourth part mainly studies the high iron media advertising value,and through the theory of use and satisfaction on the basis of using the method of literature research,high iron media advertising value index is divided into "advertising environment","media character","audience value","the opportunity" and "costs" five level indicators and "space size" and "density" and "advertising density" and "media surrounding interference" Seventeen level two indexes,and calculate the weights of the first level indicators and two indicators of the value,through a one-time inspection,establish evaluation system of high iron advertising value;In the fifth part,we use the model to evaluate the advertising value of the examples of the two high-speed rail media.