CAJ | 학술논문

武汉地铁的开通运营承载着庞大的地铁客流，为地铁广告的发展提供了良好的基础，其发展具有鲜明的区域优势及受众优势。通过实地考察及调查问卷，发现武汉地铁广告存在投放内容缺乏针对性，投放媒介单一、互动性不强，广告创意平庸，广告主投放不积极等问题。武汉地铁媒体、地铁公司和广告代理公司应合力打造地铁广告品牌，深化广告主对地铁广告价值的认识，并针对受众群体特征及其喜好投放广告，创新广告投放媒介，通过加强广告互动性和提高广告创意水平来增强地铁广告营销效果，从而提升武汉地铁广告的竞争力。
무한지철적개통운영승재착방대적지철객류，위지철엄고적발전제공료량호적기출，기발전구유선명적구역우세급수음우세。통과실지고찰급조사문권，발현무한지철엄고존재투방내용결핍침대성，투방매개단일、호동성불강，엄고창의평용，엄고주투방불적겁등문제。무한지철매체、지철공사화엄고대리공사응합력타조지철엄고품패，심화엄고주대지철엄고개치적인식，병침대수음군체특정급기희호투방엄고，창신엄고투방매개，통과가강엄고호동성화제고엄고창의수평래증강지철엄고영소효과，종이제승무한지철엄고적경쟁력。
Wuhan Subway carries a large number of passengers, and provides the foundation for the development of subway advertising with obvious regional advantages and audience advantages. According to observational and survey method, we can find that Wuhan subway advertising exist some problems such as weak pertinence, Single media and weak interaction, poor advertising creativity, advertisers’ negative attitude. The Wuhan subway media, corporation and agency should cooperate to build the Wuhan subway advertising brand, deepen advertisers’ understanding of the value of subway advertising and enhance advertising effect by increasing interaction to audience group characteristics and preferences, making innovations of advertising media, Strengthening interaction, improving creativity and enhancing Wuhan subway advertising’s competitiveness.