"Current Status and Development Trend of Civil Airport Advertising Industry" (1)
[ professional classification ] airport operation [ Article ID ] 37-2009-0016
The development of the civil airport advertising industry is a microcosm of the development of China's advertising industry since the reform and opening up. In the late 1970s and early 1980s, only a few airports, such as the capital, Hongqiao, and Baiyun, had advertising media. Later, although they appeared in some airports, they were mostly managed by the airport transportation department, and the scale and number were limited. In the late 1980s and 1990s, the civil airport advertising industry has made considerable progress. With the strengthening of the country's comprehensive strength and the opening up of the country, the Chinese government has paid more and more attention to the development of civil aviation, and invested in the construction and renovation of the airport. A large amount of funds, and reform of the original civil aviation underground integration management system, since the civil aviation system reform, Changsha Huanghua Airport, Shenzhen Huangtian Airport, Xiamen Gaoqi Airport, Fuzhou Changle Airport, Nanjing Lukou Airport, Guizhou Longdongbao Airport Haikou Meilan Airport, Zhengzhou Xinzheng Airport, Shanghai Pudong Airport and Guangzhou Baiyun Airport have been completed one after another. The expansion projects of Capital Airport, Shenzhen Airport, Kunming Airport and Chengdu Airport have also been completed. The number of Chinese airports has increased to 152. These airports are large in scale, superior in environment and well-equipped. They are not comparable to the original airport.
National prosperity - civil aviation development - airport development - airport advertising industry development, airport management system, investment system reform and marketization, promoted the formation and development of the airport advertising industry. The civil airport advertising industry has grown from a small number of employees to a scale of nearly 1,000 employees, and has a group of civil airport advertisers who understand advertising planning, advertising design and advertising marketing. Nowadays, civil airport advertisers have become an important force in the Chinese advertising industry. Many of them are independent legal entities, relying on the airport's unique advertising resources to participate in the advertising market competition.
The civil airport is a window for foreign exchanges between a country or a region. A city's image card is the most prominent display place for the city's commercial image. Since the reform and opening up, along with the two-wheel start of China's civil aviation industry and China's advertising industry, the airport as a distribution center for people, logistics, capital flow and information flow has increasingly attracted the attention of businesses and become an ideal place for advertising and corporate image display.
The status quo and characteristics of the civil airport advertising industry
What are the characteristics of the civil airport advertising industry?
Who is the â€œobject of communicationâ€ for civil airport advertising media?
What is the â€œpropagation characteristicsâ€ of civil airport advertising media?
What is the â€œbusiness methodâ€ of civil airport advertising media?
What is the â€œscale of launchâ€ of civil airport advertising media?
Who is the â€œcustomer groupâ€ of civil airport advertising media?
What is the â€œproduction gradeâ€ requirement for civil airport advertising media?
What are the advantages of civil airport advertising media compared to other media?
Today, as aviation becomes the first choice for business and travel, successful people are appearing at airports around the country at a very high frequency. As of 2007, the annual passenger traffic of more than 152 civil airports nationwide has reached more than 180 million passengers. Such a large and high-end commercial passenger flow has made the airport advertising media have some unique advantages over other advertising media.
1. The â€œobject of communicationâ€ of the advertising media of civil airports
1, the concept of the object of communication
To have a deep understanding of the objects of the advertising of civil airport advertising media, we must first understand the concept of the term "propagation object".
Those who pass an object known as the spread, or the audience, referring to the end user recipients and dissemination of information, mass media, consumer products, communication process, communication destination information, namely the sink. The object of communication is one of the basic elements of the communication process.
2. The â€œobject of communicationâ€ of the advertising media of civil airports
Â· Division - airport advertising "propagation object"
Civil airports have a high level of passenger flow, including government officials, industry policy makers, business managers, elites from all walks of life, and tourists.
From the perspective of social status, it is mainly divided into the following six categories:
The first category is people from all walks of life with high political status;
The second category is people from all walks of life with high economic status;
The three categories are people with high education levels;
The four categories are people from all walks of life with high social status;
The five categories are travelers who mainly consume and play;
The six categories are foreigners who are mainly engaged in business and play;
From the perspective of business value, it is mainly divided into the following seven categories:
One is the financial and financial decision-making level;
The second category is the consumption layer of valuable commodities;
The third category is the tourism and leisure layer;
The four categories are the leadership of all levels of government;
The five categories are social networks of celebrities from all walks of life;
The six categories are the fashion trend advocacy layer;
The seven categories are high-tech use layers.
The gold content of these people is relatively high, and compared with other media, media communication will be more effective for them.
Â·Features - Airport Advertising "Objects of Communication"
Along with the evolution of the advertising process of the airport, the characteristics of the advertising media in the airport have also undergone great changes, focusing on:
Passenger airport in the mass constitutes a group of environmental organizations run, it is a whole. The advertising media should treat the airport passengers who are facing the communication as a complete group environment and analyze their audience with a comprehensive and systematic view.
Commonness The same type of communication objects in civil airports face common problems and share common sense. Some people even combine for common needs and common goals. Some of these things in common make them have the same or similar attitudes and behaviors that constitute a specific media audience.
Relevance The public of a society or group of organizations always has a certain interest relationship with this society or group organization. The decision-making and behavior of the organization also have actual or potential influence and force on these public, restricting the realization of their interests and the satisfaction of their needs. This is the relevance of the organization to the public. The object of the airport advertising media and their respective organizations also have such a correlation, and the performance is more obvious.
The development of the variability airport environment and the changes of the passenger group are all in a dynamic process. The nature, form, quantity and scope of the object of the airport will change with various conditions. This requires the airport advertising media to change its work objectives, guidelines, strategies, and means.
3. Determine the role of airport advertising objects
Accurately finding the group, commonality, relevance and variability of the target of airport advertising, we can better determine the publicity of the target audience, and distinguish the specific objects that we need in the target of communication, in order to change the correct Advertising media communication strategy.
First, make full use of the unique functions and effectiveness of the airport advertising media to implement effective communication with passengers;
Second, fully understand the psychology of the advertising audience, avoid mixing the content that is not conducive to the acceptance of the communication object, and convince and strive to spread the object as much as possible;
Thirdly, it is necessary to fully understand the public effects of airport advertising to be produced through long-term, continuous and arduous work. The advertising work should be devoted to the organic unification of the short-term effects and long-term effects of communication;
Fourth, according to the specific conditions of the public at different cultural levels and different psychological characteristics, various means of communication can be used flexibly and flexibly so that the relevant information of the airport advertising media can be deeply rooted in the hearts of the people.
In addition, most of the passengers appearing in the airport are people who are active in the interpersonal communication network, often providing information, opinions or suggestions to others and exerting personal influence on others. In communication studies, they are called â€œopinion leadersâ€ and their social scope. Wide, with more information channels, high frequency of contact with mass communication and large exposure. To achieve good results in mass communication, we must first pay attention to the existence of these opinion leaders.
Second, the "propagation characteristics" of the advertising media of civil airports
1. Characteristics of advertising communication
Communication refers to the general term for information transmission, information acceptance or information feedback activities through meaningful symbols. The fundamental purpose of communication is to transmit information. It is between people and between people and society. Information is the content of communication.
The characteristics of advertising communication include:
First, advertising is a dissemination with a clear purpose;
Second, advertising communication is repeatable;
Third, advertising communication is a composite communication;
Fourth, advertising communication is the spread of strict screening of sales information.
2. Propagation characteristics of advertising media in civil airports
Airport advertising media communication refers to select the appropriate social media run or pass the information society of information systems in the range of the airport.
Communication characteristics - airport advertising media
Compared with other media, civil airport advertising media has far higher coverage, repetition rate, reach, gross audience, continuity, pertinence, and effectiveness than other media. Higher than other media, it has considerable influence on the decision-making of enterprises, the orientation of fashion trends, the consumption of luxury brands, etc. It is the most promising advertising media. For the brands that want to go up the publicity route, the airport advertising media is one of the most popular advertising media among all advertising media, and it is also the best choice.
3. Main performances of advertising characteristics of civil airports
The characteristics of commercial airport advertising are mainly reflected in the following aspects:
Â· Utility advantage Advantage is also called efficiency advantage. The reason why airport advertising media has become the most effective and valuable media is based on huge passenger traffic, high-level consumer groups, high-frequency exposure opportunities, etc. Conducive to the rapid establishment of brand awareness, in a short period of time to enhance the brand image. Research by international authoritative research institutions shows that airport advertising media has become the most effective and valuable advertising media.
Â· Price advantage Price advantage is also called efficiency advantage, airport advertising has the biggest price advantage. According to statistics, the huge potential of airport traffic is based on the high cost performance of the number of transmissions and the cost of thousands of people who have converted the media, making airport advertising a price advantage.
Â· Space advantage Space advantage is also called site and network advantage, airport advertising has a larger space advantage. From the perspective of a single airport: the coverage area of â€‹â€‹indoor advertising, the cumulative number of viewers, and the continuity, the pertinence is high; the audience angle of outdoor advertising, media angle, height, size, visibility angle, material, height index, visibility index The material index is also high. These are easy to meet the evaluation requirements of the choice of advertising media, with obvious spatial advantages. From the perspective of the overall airport industry, the layout of civil airports has unique advantages and typical network radiation characteristics, which is very conducive to the national promotion of commodity image.
Â· Time advantage Time advantage is also called long-term or repeat advantage. Due to the long stay time of the passengers at the airport, the long-term performance of the airport advertisements makes the repetition rate, the reach rate and the high sense of the hair feel high, which is easy to cause consumers' interest in the brand and can cultivate the customer's loyalty to the brand.
Third, the "business mode" of civil airport advertising media
1. The concept of business methods
Mode of operation refers to the expression of the relationship between the owner and the operator.
In the advertising media of civil airports, the mode of operation refers to the relationship between airport managers and operators of airport advertising services.
2. Classification of advertising methods for civil airports
There are various ways of advertising in civil airports. From the domestic situation, there are generally four types:
Â· "Media agency management"
Refers to the sale of media to advertising companies through tendering and other forms.
Â· "The media operate on its own"
Refers to the airport advertising company to sell the media directly to the end customer.
Â· "Media agency management" combined with "media self-management"
It means that part of the media is sold to the advertising agency, and the other part is directly transferred to the end customer.
Â· "Media contract management"
Refers to the contracting of all media to an advertising company.
3. Comparison of domestic and international situations
From the perspective of foreign countries
The airport authorities generally do not operate the media themselves, but in the form of media agents.
Attracting social advertising companies to buy out advertising space or agency operations to achieve operational efficiency, the airport mainly focuses on advertising media planning and advertising media management.
From the domestic situation
Domestic large and medium-sized airports mostly adopt the mode of media self-management or media self-management and media agency operation; domestic small airports mainly adopt the form of media contract management, one package.
But in recent years, this situation is gradually changing with the renewal of the management philosophy of the airport management. As for the advertising space of Haipudong Airport, the bidding method is adopted, and the foreign-funded or domestic advertising company buys out the agent. Some domestic and foreign companies including France, Hong Kong, the United States and domestic companies participated in the bidding. The advertising space of Shanghai Airport was finally bought by foreign-funded advertising companies at a high price for five years. Most of the advertising spaces in the Beijing Capital Airport Terminal Building have also been tendered and operated by foreign or domestic advertising companies.
Fourth, the "delivery scale" of civil airport advertising media
1. The concept of scale of launch
The scale of the advertising media of civil airports refers to the scale of the advertising area of â€‹â€‹the airport at a certain level.
Â·China's advertising industry market size
In the "2007 China Advertising Industry Development High-Level Forum" held in Nanjing, China's advertising industry achieved growth in the trend of continued adjustment in 2006. The national advertising turnover reached 157.3 billion yuan, a year-on-year increase of 11.1%. At present, China has become The fourth largest advertising market after the United States, Japan, and the United Kingdom. The increase between 1997 and 2006 was 460% (the 2007 figures are not yet announced). The growth rate of China's advertising industry is absolutely amazing: in 1997, China's advertising revenue was only 29.4 billion yuan, less than today's 10th Canada (41.8 billion yuan); in 2006, it reached 157.3 billion yuan.
Figure 1 - Growth of advertising revenue of the five countries in 1997 and 2006
2. The scale of China's airport advertising media
With the continuous development of China's market economy and the strengthening of the degree of opening up, the airport has increasingly become a hot spot for advertising media. After more than 20 years of development, the civil airport advertising industry has begun to take shape. The national airports, especially the airports with large passenger flow and the newly built airports, have become a striking and beautiful landscape.
According to preliminary estimates, the national airport has formed an advertising media area of â€‹â€‹at least 270,000 square meters. For example, the â€œGuangzhou Baiyun Airportâ€ outdoor media area can reach 10,000 square meters, and the indoor media area is also nearly 10,000 square meters. As a newly built airport, the potential of advertising media mining is quite large; â€œShanghai Hongqiao Airportâ€ has 81 advertising spaces outdoors. The media area is 8122 square meters. The first phase of â€œShanghai Pudong Airportâ€ has 26 outdoor advertisements, and the media area is 3158 square meters. The advertising media with expandable capacity has great potential. The indoor advertising media area of â€‹â€‹these two airports It reached nearly 11,000 square meters. The outdoor advertising area of â€‹â€‹â€œNanjing Lukou Airportâ€ has reached more than 15,000 square meters, and the indoor advertising area has more than 1,400 square meters. The 56 large outdoor advertising media of â€œShenzhen Baoan Airportâ€ has reached 8290.3 square meters, and the indoor area is 2398.5 square meters. In addition, a number of airports have large outdoor advertising media based on high columns on both sides of the highway connecting the airport to the urban area.
3. The impact of increasing the scale of the advertising of the airport advertising media
At present, civil airport advertising has formed a large scale and maintained a high-speed growth trend. The annual revenue of national airport advertising has reached 2 billion yuan, accounting for a significant increase in the proportion of airport operating income. Taking Guangzhou Baiyun Airport as an example, Baiyun Airport's advertising business operation mechanism has achieved a revenue of 40 million yuan and a profit of 19 million yuan in the first year after the transformation. After development, it is expected that the advertising revenue of Baiyun Airport will reach 100 million in 2008.
5. â€œCustomer groupâ€ of advertising media for civil airports
1. The concept of customer groups
The customer group is the advertiser of the advertising media of the civil airport. It is the main body of the advertising behavior in the airport. The legal person in charge of the advertising behavior is the partner of the airport advertising resources, financial resources and development process. The customer base of airport advertising media is one of the most important factors in determining the development of airport advertising.
2. Classification of airport advertisers
From the analysis of the customer group of the airport, the main customer groups of civil airport advertising are: banking, insurance, hotel, communications (telecommunications), beverage, automotive, tobacco and alcohol, manufacturing, real estate and other industries. Corporate customers (see attached table below), especially large and medium-sized enterprises and brand companies, listed companies often look at the influence of the airport on corporate image promotion and the visual impact of advertising. Many customers have a fairly stable advertising period at the airport, and the proportion of advertising in China is much higher than in other regions, which is not unrelated to the geographical advantage of the airport.
Figure 2 - National Airport Advertiser Group Share Table
3. Determine the significance of the airport advertising media customer group
Â· First, let us understand the concept of positioning strategy:
The positioning strategy can be divided into two types: entity positioning strategy and concept positioning strategy. The entity positioning can be subdivided into market positioning, quality positioning, price positioning, and function positioning.
For the airport advertising media, the positioning strategy can enable the airport advertising company to design the marketing of the potential customer group according to the competition of similar products in the target market and the characteristics of the customer group. The essence of the positioning strategy is to make the company and other companies strictly differentiated, so that customers clearly feel and recognize this difference, thus occupying a special position in the customer's mind.
Â· Determine the meaning of the airport advertiser community
Determining the group of airport advertisers helps the airport advertising media to develop an accurate positioning strategy that predominates in the marketing process, namely:
First, it is conducive to the development of potential demand for airport advertising companies to capture market opportunities;
Second, it is beneficial for airport advertising companies to choose a reasonable target market and give full play to their resource advantages;
Third, it is beneficial for airport advertising companies to effectively formulate and implement marketing mix strategies.
Determining the airport advertising media customer base helps to develop a positioning strategy to create a strong and distinctive personality for the company's products, while providing the best service for different customer groups and specific customer needs, thereby improving Enterprise market competitiveness.
6. â€œProduction gradesâ€ of civil airport advertising media
1, the concept of production grades
Production grades Simply put, it refers to the level of advertising products produced by civil airport advertising media. With the development of science and technology, the production methods of airport advertising media and the expression forms of advertising products have become more and more abundant, and the grades of production have also been improved accordingly.
2, the airport advertising media requires high "production grade"
Â·Speciality of airport advertising media
The civil airport is a window and image business card for the city's external exchanges. It is highly valued by the government and relevant departments. These require high levels of advertising planning and production. The airport can beautify the environment through high-end advertising and increase the cultural atmosphere and appeal of the airport.
Â·The practice of high-grade production of airport advertising media
In recent years, the new airport has put the planning of advertising on the important agenda during the construction period. During the construction of new airports such as Guangzhou, Pudong, Xiamen, Nanjing and Fuzhou, the targets of â€œfirst-class airport and first-class advertisingâ€ were put forward. The principle of combining greening, lighting and beautification of â€œthree-orientedâ€ has been compiled, and the advertisement setting plan has been compiled. The advertising space has been fully functionally divided to ensure the standardization and visual effect of the advertising setting in the airport.
The airports built in Guangzhou, Pudong, Nanjing, Xiamen, Changle and Haikou in recent years have adopted the strategy of â€œlarge investment, large-scale, fine production and high-gradeâ€ for the advertising media. The higher production grade enhances the radiation power and influence of airport advertisements. For example, when Baiyun Airport and Pudong Airport advertising media were designed, they put forward the â€œthree starting pointâ€, â€œhigh starting point, high standard, reflecting the 21st centuryâ€, â€œthree harmonyâ€ of people, architecture and environment. design concept.
3, airport advertising high production grade requirements
In order to meet the requirements of the high production grade of the airport advertising media, the production unit should increase the scientific and technological content and creative design of the media as much as possible, so as to make the shape as beautiful and novel as possible, and make the structure scientific and reasonable as much as possible. Road signs, high columns, light boxes, towers, gantry, elevated bridges, bell tower advertisements, roof advertisements, etc., with good lighting effects; most of the airport advertising screens use computer inkjet or photorealistic technology to make the color of the screen Bright, visual effects are strong, and the development of multimedia has made the airport advertising media more personalized and more integrated. (See the selection below)
Figure 3 - Advertising map in the airport terminal (1)
Figure 4 - Advertising map in the airport terminal (2)
Thinking and discussion:
1. When we analyze the status quo and characteristics of the advertising industry in China's national airport, most of them are good. Does the airport advertising industry still have some shortcomings? If the advertising costs are too high, the charging standards are not uniform, and so on.
2. With the development of my economy, there are more and more passengers who choose to fly by plane. The level is also uneven. It may not be the people with higher gold content that we are concerned about in the past, which may lead to the airport we analyzed. The "objects of communication" of advertising media are different. If the â€œpropagation objectâ€ level is lowered, what should we work on to deal with these changes?
3. We divided the operation mode of airport advertising media into four categories: â€œmedia agency managementâ€, â€œmedia self-managementâ€, â€œmedia agency operation and media self-managementâ€ and â€œmedia contract managementâ€, and our airport currently The business situation has been analyzed, is our analysis consistent with the facts?
4. At present, major airports across the country have begun to pay more attention to increasing the scale of advertising, but can the advertising revenue increase with the expansion of scale? Therefore, how to further increase the operating income and profits should be a problem we need to pay more attention to.
5. Here, we have identified the â€œcustomer groupâ€ of the airport advertising media, but did not propose services for these customers, or large customers, so how can we finally retain large customers and retain certain customers with certain rules. Can you follow? How can we achieve it?
6. After we have determined that the airport advertising media requires high production grades, what aspects can we start to improve the level of advertising production? In addition, how to assess the level of production of advertising?
Serial to be continued...