| The quick uprising of high speed railway has added flying wings to the high speed running of Chinese economic development. However, its high cost of construction and operation has already become a hard nut to crack for the high speed railway managers with each passing day. With the gradual forming of the high speed railway network, the corresponding high speed railway advertisement media has become a high-quality mainstream media. The railway advertisement business has thus acquired a golden opportunity with its great developing potentiality, and its advertisement value will be further raised. Therefore, it has become an important subject worthy to study as how to develop the business potentiality and raise the whole profit making capability of high speed railway projects.This thesis has made a study on the characteristics of the high speed railway advertisement media. The advantages are as follows:first, the superior spreading environment brought about by the modernized station buildings and high speed trains. Second, the great number of commercial and tourism passengers attracted by high speed trains. Third, the economically developed conditions and the passengers with higher education, higher income and consuming capability within the trains’running areas. Fourth, the spreading efficiency raised by the advanced spreading equipment and facilities such as internet, mobile terminals and electronic equipment. Fifth, the high arriving rate, contacting rate and enough contacting time intervals different from other media facilities with higher spreading efficiency.This thesis has accumulated big amount of statistics and information on advertisement business and the development situation of our country and made analysis on related macro environment, development prospects, competing situation, conditions on advantages and disadvantages, made detailed analysis on developing course, operation achievements and situation, problems and developing gaps on advertisement business of Zhengzhou Railway Administration, and also made theoretical research and study on business differentiation strategy, price strategy, service strategy, measures on personnel training and encouragement, ways of thinking on advertisement development and management, put forward corresponding suggestions on development strategy and promotion measures so as to promote and ensure the healthy and sustainable development of high speed railway advertisement business and raise its economic and social benefits steadily. |
