地铁品牌整合营销传播策略研究  

Research on the Strategies of Integrated Marketing Communication of Subway Brand

作　　者：王晓华[1] 

机构地区：[1]郑州铁路职业技术学院,河南郑州450052

出　　处：《价格月刊》2013年第11期68-71,共4页

基　　金：河南省科技厅软科学项目"郑州人文地铁品牌策略研究"(编号:122400450041)

摘　　要：整合营销传播是地铁参与城市交通竞争,创建地铁品牌的有效途径。对于扩大地铁品牌的知名度,提高地铁在城市交通中的市场份额具有重要价值。通过从地铁内部整合、信息传播系统整合、经营服务活动整合三方面对地铁品牌整合营销传播进行系统规划,继而从广告传播、互联网传播、公共关系传播、票卡销售、客运服务策略方面为创建地铁品牌提供了思路和方法。Integrated marketing communication is an effective way for subway to compete in urban transportation and to create the subway brand, and it also plays a significant role in expanding subway＇s visibility and enhancing market share of the subway in urban transportation. This article does system planning for subway brand integrated marketing communication from the aspects of internal system integration, information dissemination system integration and operating activities integration. Fi-nally, through analyzing advertising communication, intemet communication, public relations communication, sales of tickets and cards and passenger service strategies, ideas and methods for subway brand integrated marketing communications are sug-gested.

关 键 词：地铁品牌 整合营销传播策略 

分 类 号：F713.5[经济管理—市场营销]