초록

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Abstract ▼ AI-Helper

As the subway ads market that consecutively increased until recent time has decreased since 2003, this research intends to clarify the main issues and problems of subway ads and solution for their improvement through in-depth interview. The research has raised 5 issues. First, the competitiveness of...

As the subway ads market that consecutively increased until recent time has decreased since 2003, this research intends to clarify the main issues and problems of subway ads and solution for their improvement through in-depth interview. The research has raised 5 issues. First, the competitiveness of subway ads has weakened compared to that of competing media. Second, the structural problem of subway ads selling method has been exposed. Third, there is problem of ads effect and monitoring system. Fourth, there is problem of maintenance and stability of subway ads. Fifth, there is problem of adjusting the quantity of subway ads. In order to improve such problems, the business circle and academic circle need to jointly make effort so as to ensure structural improvement of subway ads and to make subway ads grow as scientific and professional media in the dimension of profitability and branding. Especially, the spirit of partnership is necessary to improve limited subway ads market more efficiently so as to convert it into systematic market.

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