論鐵路廣告經(jīng)營(yíng)的藍(lán)海戰(zhàn)略.pdf

1、河北大學(xué)碩士學(xué)位論文論鐵路廣告經(jīng)營(yíng)的藍(lán)海戰(zhàn)略姓名：鄧學(xué)良申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：陶丹2011-06Abstract IIAbstract The China railway is now undergoing a rapid development of an important historic period. Along with the programming and implementation of high-

2、speed railways, and breaking record of the fast train time after time, China railway has attracted increasing attention from around the world. China railway is providing us unlimited business opportunities, and becoming

3、a major concern of every trade makes the railway advertising business face an unparalleled development opportunity. However, conditioned by institutions and management theory and some other factors, railway advertising b

4、usiness gradually fall behind the level of whole China advertisement marketplace in the past two decades. How to grasp the present excellent development opportunity to follow the tide of fast train, and carry out railway

5、 advertising management system reformation to find and rebuild the strategy theory, and seek new operation mode and economic growth mode has become an important topic for the railway advertisers. Base on reformation and

6、strategy changing of the railway advertising business and take the Blue Ocean Strategy and the relative theory as tools and framework, this paper makes a systematic study of the current and future situation and existing

7、problems of railway advertising business by using the advanced mode and experience of other advertising business for reference, and combine with the economics, management, marketing, communication and advertising theory

8、at the same time. This paper also aimed at looking for the blue ocean for railway advertising business and providing some practicable strategy choices in the hope of helping the railway advertising business gain advantag

9、e in the future competition. The author, by trying to make his own contribution to the research, also summed up and discussed the realistic significance of the Blue Ocean Strategy Theory. Keyword railway advertisement