Proceedings of the 5th Asia-Pacific Conference on Economic Research and Management Innovation (ERMI 2021)

Status Quo Analysis and Development Trend Study of Metro Media Scene Marketing

Authors
Jingjing Ye
Corresponding Author
Jingjing Ye
Available Online 19 February 2021.
DOI
https://doi.org/10.2991/aebmr.k.210218.020How to use a DOI?
Keywords
metro media, scene marketing, status quo analysis, development trend
Abstract

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.

Copyright
© 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/).

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Volume Title
Proceedings of the 5th Asia-Pacific Conference on Economic Research and Management Innovation (ERMI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
19 February 2021
ISBN
10.2991/aebmr.k.210218.020
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.210218.020How to use a DOI?
Copyright
© 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  -