Analysis Of Scene Marketing Of Urban Rail Transit Advertisement In China

The first chapter of this thesis sorts out the characteristics of urban rail transit advertising media,which has the non-replicability of spatial resources,the accompanying life track,the fixed frequency of contact,the matching with smart cities and the compatibility of multi-dimensional interconnection.With the continuous construction of urban rail transit,advertisements have gradually moved from entrances and exits to passages,platforms and interiors,and the technology has been continuously upgraded,from light box flat advertisements to window animation advertisements using the principle of “visual residue”.And then to interactive advertising with the audience,each brand is making full use of new technologies and new ideas to seize the urban rail transit media resources,in order to achieve the purpose of attracting the audience's attention and establishing emotional connection with the audience.The second chapter introduces the concept of scene marketing,and combines this concept to analyze its unique functions when applied to urban rail transit advertising media,mainly interactive scene materialization,consumption path aggregation,super-connected dualization and data analysis orientation.Then further analyze the scenario marketing environment of urban rail transit advertisements,including market share,brand placement tendency and scene type,etc.,to explore more possibilities for future development.The third chapter puts forward some limitations of urban rail transit advertising scene marketing from the perspective of audience,content,media and brand,including the lack of interactive participation of the audience,the lack of content creativity,and the inefficient use of media space.Lack of coordination with scene construction.On the basis of limitations,the fourth chapter puts forward the scenario marketing strategy of urban rail transit advertisements,how to choose the time scene and location scene,effectively intercept the flow of people through the use of new technology,find the detonating community and fission propagation.Key nodes and create a full-scenario ecosystem to form a marketing closed loop.Urban rail transit advertisements can provide space for scene marketing.Through the construction of scenes,the audience “immersed”,so that the brand exists in people's living and working environment in a long-term stable way,thus achieving more concentrated and more targeted to the mainstream population.Impact.Under the new media environment,the development thinking of urban rail transit advertisements needs to be changed.If we continue to use traditional thinking to operate and launch urban rail advertisements,the effect will be difficult to get the maximum effect.This paper uses empirical research,questionnaire survey,in-depth survey,content analysis and inductive analysis to explore how to use new technology to implant scenes into urban space,and what strategies can maximize the value of the brand.