I 摘要 自从中国改革开放后，民航、公路等运输企业纷纷以市场为导向开始了改革 发展进程。曾作为国内经济主动脉的我国铁路行业在沉淀数十年后，也伴随高速 铁路的逐步建设，借着国企改革的制度春风，开始逐步改变发展策略，试图通过 更宽松的机制、更灵活的价格、更优质的服务和加大力度宣传，与民航、公路等 竞争企业在交通运输领域展开一场客运市场份额的争夺战。但由于国铁集团公司 旗下的各铁路企业在经营方式和管理理念上依然保留着较强的国营企业特色，且 常常占据区域运输市场的垄断地位，导致各铁路公司在日渐激烈的交通运输市场 竞争中时常处于被动状态。尽管近年来铁路企业改革持续深入，国铁集团子公司 之一的铁路 A 集团公司（下称铁路 A 公司、A 公司）在客运服务质量和产品方面 有了很大改善，但仍要面对市场口碑不佳及客运收入提升速度较慢的现状。体现 在营销层面上，主要有数字营销理念跟不上时代变化、高铁网络广告无法很好地 体现服务和产品等问题。缓慢的市场反应更是造成了 A 公司在旅客运输市场上竞 争力不强、形象不突出的结果。面对后疫情时代下严峻而激烈的客运市场竞争现 状，从铁路客运营销策略和网络广告策略方面做出改变或成为 A 公司赢得更大市 场认可的重要因素。 本论文以铁路 A 公司铁路客运市场现状为背景，以 A 公司客运营销项目过往 的广告传播案例为研究的对象，运用管理学和统计学等相关理论知识，通过分析 我国西南地区铁路客运营销环境，对 A 公司的客运网络广告实施现状进行了分析， 梳理了现有问题，并根据网络广告传播理论建立 A 公司网络广告研究模型，在公 司网络广告平台上的形式、受众定位、内容主题、用户使用时间、地域等定向策 略及实施保障策略方面进行分析和总结。通过对营销项目现状和网络广告平台以 及潜在消费者分析，寻找更科学、更理性的网络营销思路和方案，从而使 A 公司 降低网络广告实施中的盲目性，通过有效地利用和组合网络广告平台的渠道资源， 在可控的成本内提高广告效果，进一步降低营销成本，促进客运销售收入增长， 使 A 公司的高铁客运服务在我国交通市场中抢占领先地位。 关键词：广告效果，定向广告，高铁广告，消费者行为，网络营销ABSTRACT II ABSTRACT Ever since China's reformation and openess to the outside world, civil aviation, highway and other transportation companies have started the process of reforming and developing with the market guided. My country's railway industry with decades of business operation, was once the main artery of domestic economy, gradually constructing high-speed railways. With the institutional spring breeze of state-owned enterprise reform, it has begun to progressively change its development strategy, trying to adopt a looser mechanism, more flexible prices and better service, in order to join the intensified battle in the passenger transportation market share with competing companies such as civil aviation and highway in the field of transportation. However, because the railway companies under the National Railway Group Corporation still retain strong state-owned enterprise characteristics in terms of operating methods and management concepts, and often occupy a monopoly position in the regional transportation market, railway companies is often in a passive state in the increasingly competing transportation market. Although the reformation of railway enterprises has been continueing deepen in these years, the railway A group company (hereinafter referred to as railway Acompany, Acompany), one of the subsidiaries of China Railway Group, has already greatly upgraded the quality in services and products to passengers, but still, it has to confront the market status quo of poor reputation and slow passenger revenue growth. Reflected on the marketing level, there are mainly problems such as the inability of digital marketing concepts to keep up with the changes of the times, and the inability of high-speed rail online advertisements to properly reflect services and products. The slow market response is the result of company A's weak competitiveness and poor image in the passenger transportation market. To face the severe competition in the passenger transportation market, especially in the post-epidemic era, changes in railway passenger operation and sales strategies and online advertising strategies might become an important factor forAcompany to win greater market recognition. This thesis takes the current situation of the railway passenger transport market of Railway Company A as the background, takes the past advertising campaign cases of Company A’s passenger operation and sales project as the research object, usesABSTRACT III management and statistics and other relevant theoretical knowledge to analyze the railway passenger operation and sales environment in Southwest China. Analyzed the current situation of A company's passenger transportation online advertising, sorted out the existing problems, and established A company's online advertising research model based on the online advertising communication theory, the form, audience positioning, content theme, use the company's online advertising platform Analyze and summarize the directional strategies such as time and location and the implementation of guarantee strategies. By analyzing the status quo of marketing projects, online advertising platforms and potential consumers, we are looking for more scientific and rational online marketing ideas and programs, so that company A can reduce blindness in the implementation of online advertising, and through effective use and combination of online advertising platforms The channel resources of the company can improve the advertising effect within the controllable cost, further reduce the marketing cost, and promote the growth of passenger transportation sales revenue, so that the high-speed rail passenger transportation service of Company A will seize the leading position in my country's transportation market. Keywords:Advertising effect，Targeted advertising，High speed railway advertising， Consumer behavior，Online STP目录 IV 目 录 第一章 绪论....................... 1 1.1 问题的提出及研究意义...................... 1 1.1.1 移动互联网广告的蓬勃发展.. 1 1.1.2 问题的提出.............................. 1 1.1.3 研究意义... 1 1.2 研究背景............... 2 1.3 研究方法及论文框架.......................... 2 1.3.1 研究方法基础.......................... 2 1.3.2 论文框架... 3 第二章 国内外相关问题研究综述.................. 5 2.1 网络广告的类型和策略...................... 5 2.1.1 网络广告的定义...................... 5 2.1.2 网络广告的发展研究现状...... 5 2.2 广告效果的界定和评估...................... 7 2.2.1 广告效果的定义和分类.......... 7 2.2.2 广告效果评价经典理论.......... 7 2.3 定向广告的起源和发展...................... 8 2.3.1 定向广告的定义...................... 8 2.3.2 定向广告的发展研究现状.... 10 2.4 铁路客运营销的相关研究.................11 第三章 铁路 A 公司客运网络广告现状分析.............................. 12 3.1 铁路 A 公司客运情况简介............... 12 3.1.1 铁路 A 公司简介................... 12 3.1.2 区域旅客群体的主要特征.... 13 3.2A 公司广告发布流程及现状分析.... 14 3.2.1 诉求点的确定........................ 14 3.2.2 广告媒体平台的投放选择.... 15 3.2.3 广告投放时机的选择............ 17 3.3A 公司广告投放流程分析 ................ 18 3.4 数字时代背景下铁路 A 公司网络广告策略存在的问题............................. 19目录 V 3.4.1 广告投放手段粗放、不够精准，缺乏对流量数据的分析.............. 19 3.4.2 广告媒体组合策略单一........ 20 3.4.3 广告宣传内容的策划，忽视受众情感............... 20 3.4.4 缺乏有效的广告效果评估手段和措施............... 20 第四章 A 公司高铁网络广告研究模型构建 22 4.1 影响广告投放效果的因素................ 22 4.2 研究模型设计..... 22 4.2.1 经济性角度的模型................ 22 4.2.2 传播和心理学的模型............ 23 4.2.3 态度与动机模型.................... 24 4.2.4 双边市场模型........................ 24 4.2.5 广告的负效应........................ 25 4.3 问卷设计............. 26 4.3.1 问卷说明. 27 4.3.2 问卷指标设计........................ 27 4.3.3 问卷的发放与回收................ 28 4.3.4 网络广告制作情况................ 28 第五章 基于 A 公司广告访客特征的数据统计与广告策略优化............................. 30 5.1 广告投放访客数据的描述性分析.... 30 5.1.1 投放数据概况........................ 30 5.1.2 投放地域概况........................ 30 5.1.3 投放定向情况概况................ 31 5.2 问卷有效样本筛查及描述性统计.... 31 5.2.1 有效样本筛查........................ 31 5.2.2 问卷信度分析........................ 32 5.2.3 人口统计学描述.................... 32 5.2.4 态度因素分析........................ 33 5.2.5 信源（媒体）因素分析........ 35 5.2.6 广告信息因素分析................ 39 5.2.7 信息接收者（受众）因素分析........................... 40 5.3 因子分析............. 40 5.4 相关性分析......... 41 5.4.1 人口学特征与广告点击及转化意愿相关性....... 41目录 VI 5.4.2 广告主体态度、广告信息因素与广告点击及转化意愿相关性...... 42 5.4.3 媒体偏好与广告点击及转化意愿相关性........... 42 5.5 研究结果分析及定向策略优化建议 43 5.5.1 用户认知行为偏好定向广告策略....................... 43 5.5.2 广告平台和广告形式定向广告策略................... 44 5.5.3 用户使用时间定向策略........ 44 5.5.4 地域定向网络广告策略........ 45 5.5.5 广告内容和主题设计定向策略........................... 46 5.5.6 广告排期策略........................ 46 5.6 网络广告策略实施与保障措施........ 47 5.6.1 广告质量与流程管理策略.... 47 5.6.2 广告团队组织的培养............ 49 5.6.3 网络广告发布平台评价与组合策略................... 50 5.6.4 打破技术壁垒，追踪广告转化数据................... 53 第六章 结论与展望......... 54 6.1 本文主要结论..... 54 6.2 未来研究展望..... 54 致 谢.. 56