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原文传递 Utilizing Information Technology in Innovative Marketing Approaches for Public Transportation.

题名：	Utilizing Information Technology in Innovative Marketing Approaches for Public Transportation.
作者：	W. P. Morris; K. Robertson; J. Spinks;
关键词：	public transportation,information technology,marketing,social media;transit agencies, transit marketing, internet marketing, social media marketing;
摘要：	The original objective of this study is to scan the internet and other information technology sources to identify innovative marketing techniques that have been attempted to date by, in and surrounding the public transportation industry, and to solicit ideas for more unconventional applications that transit agencies and TDM professionals can consider. The investigation led to the uses, applications, marketing and communications potential of social media for the public transportation and Transportation Demand Management industries. Social media afford low cost, high impact techniques that can be easily and quickly employed to reach target markets and audiences. The study also provides tools, in the form of a guidebook and dedicated website, for transit agencies to use the various social media for their own tailored marketing approaches. Social media tools addressed in the study include social networks, weblogs, audio/video blogs, microblogs, photo and video sharing, and user-generated content. In each, specific examples of applications for the public transit and Transportation Demand Management industries is examined and explained. The guidebook provides clear instructions for how agencies can utilize the media and the projected benefits, and is complete with embedded links to resources and information. There is also a dedicated website, www.gosocialtransit.com that accompanies the guidebook and provides an overview of each media and links to industry applications. / Title Note: Final rept. / Supplementary Notes: Sponsored by Department of Transportation, Washington, DC. Office of Research and Special Programs. and Florida State Dept. of Transportation, Tallahassee. / Availability Note: Product reproduced from digital image. Order this product from NTIS by: phone at 1-800-553-NTIS (U.S. customers); (703)605-6000 (other countries); fax at (703)605-6900; and email at orders@ntis.gov. NTIS is located at 5301 Shawnee Road, Alexandria, VA, 22312, USA. / NTIS Prices: PC A04/MF A04 / NTIS In-house Control Codes: dotour/dotfha;12111,1101
报告类型：	科技报告