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从2004年中国户外广告的发展状况分析,2005年是可以再次期待的一年,作为第三大媒体,户外广告需要承受更多的市场考验,对于户外媒体的经营者来讲,以下四个方面将成为2005年中国户外广告发展的几项重要内容: 1.加快资本运作步伐:没有资本的支持户外广告将受到强大的市场制约,这是户外广告这个行业的经营特性所决定的,无论TOM还是媒体世纪,无论大贺还是白马传媒,强大的资本支持将使其继续占据中国户外巨大的市场份额,这种趋势将继续延续下去,而且有加快的趋势。 2.完善户外广告形式:户外广告的形式多样化以及创意水平的拉升将是2005年中国户外广告最重要的发展内容之一。 3.集团化经营:充分整台资源,扩大经营规模,形成强大的规模营销体系,以抵消潜在的市场风险,以并购、控股、局部合作等方式的大规模市场运动可能成为2005年中国户外广告的大事。 4.分众传播:在未来的户外市场,分众传播将成为一种新的经营方式被纳入今后的户外营销体系中。从本刊这一期的《户外传媒》中,我们精选了5篇文章,从中可见端倪……——编者
From the analysis of the development status of outdoor advertising in China in 2004, 2005 is a year that can be expected again. As the third largest media, outdoor advertising needs to withstand more market tests. For outdoor media operators, the following four aspects Will be China’s outdoor advertising in 2005 several important developments: 1. Accelerate the pace of capital operation: There is no capital to support outdoor advertising will be subject to strong market constraints, which is the outdoor advertising industry’s operating characteristics of the decision, regardless of TOM or In the media age, no matter Dahe or Baima Media, strong capital support will enable it to continue to occupy a huge outdoor market in China. This trend will continue and accelerate. 2. Improve the outdoor advertising form: Outdoor advertising in the form of diversification and rising levels of creativity will be China’s outdoor advertising in 2005 the most important part of the development. 3. Group operations: full of resources, expand the scale of operation, the formation of a strong scale marketing system to offset the potential market risk, mergers, acquisitions, local cooperation and other large-scale market movements may become 2005 China Outdoor Advertising Big event. 4. Focus broadcast: in the future outdoor market, Focus will become a new mode of operation is included in the future of outdoor marketing system. From this issue of “Outdoor Media”, we have selected 5 articles from which we can see the clues ... - Editor