Status Quo Analysis and Development Trend Study of Metro Media Scene Marketing
- https://doi.org/10.2991/aebmr.k.210218.020How to use a DOI?
- metro media, scene marketing, status quo analysis, development trend
With the innovation and development of mobile Internet technology and digital interactive media, metro media presents a trend of high integration between old and new communication. Based on the analysis of policy support and audience characteristics, this paper analyzes the status quo of metro media scene marketing and explores the development trend of metro media scene marketing in the future. Metro media has four elements of scene marketing and is composed of four different types including traditional media, traditional media plus, sensory device media and mobile interactive media. It creates four different scenarios of metro scene marketing which contains cognition scenario, sympathy scenario, experience scenario and spread scenario. However, the author believes that the spread scenario is not the end of metro scene marketing but the turning point which ultimately leads to the transaction scene of marketing. Finally, it is proposed that taking the subway ticketing system as the entry point and effectively spreading the scene to the shopping, dining, leisure and other entertainment consumption places will be the development direction of metro media with great market potential in the future.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Jingjing Ye PY - 2021 DA - 2021/02/19 TI - Status Quo Analysis and Development Trend Study of Metro Media Scene Marketing BT - Proceedings of the 5th Asia-Pacific Conference on Economic Research and Management Innovation (ERMI 2021) PB - Atlantis Press SP - 105 EP - 109 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210218.020 DO - https://doi.org/10.2991/aebmr.k.210218.020 ID - Ye2021 ER -