户外数字广告市场的发展现状及趋势分析

户外数字广告市场的发展现状及趋势分析

文档编号:WHCY001 文档字数:12970,页数:17 附任务书,开题报告,,外文翻译,文献综述

摘要：户外数字广告经过几年的迅猛发展，在国内涌现出了华视传媒、分众传媒等一批知名的户外新媒体公司。经过初期的迅猛发展之后，户外数字媒体已经日渐成熟，但户外数字广告市场目前正面临重新洗牌，与以往相比有哪些新的变化？而这种现状对其未来发展又会有着重要的影响。针对户外数字新媒体行业的特点，本文引入六力分析法，对户外数字广告产业特征进行了分析，发现户外数字广告具有多数媒体行业的发展特征，但同时具有自身独有的特点，如竞争者对行业发展有巨大的影响力等。户外数字广告的出现是媒体行业的创新，而一个蓝海市场如何演变为红海市场，又逐渐回复到与其他媒体行业一样的发展轨迹上来，对于探讨媒体的发展本质有很大意义。
关键词：户外数字广告；新媒体；LCD；分众传媒；六力分析模型

THE ANALYSIS OF THE DEVELOPMENT OF DIGITAL OUTDOOR ADVERTISING MARKET SITUATION AND TREND
ABSTRACT: After years of rapid development there emerged a number of well-known outdoor new media company in outdoor digital advertising in China such as Vision China media, Focus Media, China health media etc.After the initial rapid development, the outdoor digital media has become increasingly mature, but the outdoor digital advertising market is facing reshuffle.Compared with the past, what new changes? Status of its future development which will have a significant impact. This status will have a significant impact on its future development.This paper introduces six power analysis, the digital outdoor advertising industry characteristics of the analysis showed that the digital outdoor advertising media industry develops with the most features, but also has its own unique characteristics, such as competitor on the development of the industry has enormous influence and so on. The emergence of digital outdoor advertising is innovation of media industry, and a blue ocean market to evolve into the red ocean market, they gradually returned to the same with other media industry development, so its progress of development have great significance for discussing all meida’s nature. Key words: outdoor digital advertising;new media; LCD; Focus Media; Six Forces Model

目录

前言 1
一户外数字广告概述 1
（一）什么是户外数字广告 1
1、概念 1
2、分类 1
（二）户外数字广告的发展历程 2
1、分众开创的户外新媒体蓝海奇迹 2
2、一枝独秀到百家争鸣 2
3、单机到网络的变化 2
4、盈利方式多样化，户外新媒体向其他媒体领域延伸 3
二户外数字广告市场现状分析 3
（一）一次销售吸引力降低 3
（二）垄断竞争的行业格局 3
（三）跨行业竞争者的出现 4
（四）规模经济凸显 4
（五）产业链形成 5
（六）现状小结 5
三户外数字广告产业分析 5
（一）六力分析模型分析 6
1、六力分析模型介绍 6
2、六力分析模型对户外数字广告的分析 6
（二）产业发展的因素分析 10
四户外数字广告的未来发展趋势分析 11
（一）随科技发展而变化 11
（二）继续垄断竞争状态 12
（三）从单一广告到重视内容 12
（四）深度营销与多渠道营销 12
五户外数字广告发展的启示 12
致谢 13
参考文献 14

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