武汉地铁的开通运营承载着庞大的地铁客流，为地铁广告的发展提供了良好的基础，其发展具有鲜明的区域优势及受众优势。通过实地考察及调查问卷，发现武汉地铁广告存在投放内容缺乏针对性，投放媒介单一、互动性不强，广告创意平庸，广告主投放不积极等问题。武汉地铁媒体、地铁公司和广告代理公司应合力打造地铁广告品牌，深化广告主对地铁广告价值的认识，并针对受众群体特征及其喜好投放广告，创新广告投放媒介，通过加强广告互动性和提高广告创意水平来增强地铁广告营销效果，从而提升武汉地铁广告的竞争力。%Wuhan Subway carries a large number of passengers, and provides the foundation for the development of subway advertising with obvious regional advantages and audience advantages. According to observational and survey method, we can find that Wuhan subway advertising exist some problems such as weak pertinence, Single media and weak interaction, poor advertising creativity, advertisers’ negative attitude. The Wuhan subway media, corporation and agency should cooperate to build the Wuhan subway advertising brand, deepen advertisers’ understanding of the value of subway advertising and enhance advertising effect by increasing interaction to audience group characteristics and preferences, making innovations of advertising media, Strengthening interaction, improving creativity and enhancing Wuhan subway advertising’s competitiveness.
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