四川理工学院学报：社会科学版
四川理工學院學報：社會科學版
사천리공학원학보：사회과학판
Journal of Sichuau University of Science & Engineering:Social Sciences Edition
2013年
2期
96~100
,共null页
户外媒体 媒体广告 广告核心价值 媒介运营 价值转移
戶外媒體 媒體廣告 廣告覈心價值 媒介運營 價值轉移
호외매체 매체엄고 엄고핵심개치 매개운영 개치전이
outdoor media; media advertisement; core value of advertising; media operation; value transfer
中国户外广告市场在飞速发展,媒介形态、市场环境、产业结构以及运营管理模式都在不断的升级。这既依托于科学技术创新,也根植于学界和业界理念的演进以及市场环境的变化。这些变化从根本上讲是媒体广告核心价值的转移。核心价值决定了媒介存在的有效空间、产业发展的方向以及市场运营的重心。文章着重于户外媒介快速发展的过程中研究其广告核心价值的转移,对外部环境和基本规律进行梳理和总结,以期从根本上把握户外广告市场的发展动因和主要趋向。这既是对户外媒介发展的根源性探索,也是对媒介运营方向的创新性思考。
中國戶外廣告市場在飛速髮展,媒介形態、市場環境、產業結構以及運營管理模式都在不斷的升級。這既依託于科學技術創新,也根植于學界和業界理唸的縯進以及市場環境的變化。這些變化從根本上講是媒體廣告覈心價值的轉移。覈心價值決定瞭媒介存在的有效空間、產業髮展的方嚮以及市場運營的重心。文章著重于戶外媒介快速髮展的過程中研究其廣告覈心價值的轉移,對外部環境和基本規律進行梳理和總結,以期從根本上把握戶外廣告市場的髮展動因和主要趨嚮。這既是對戶外媒介髮展的根源性探索,也是對媒介運營方嚮的創新性思攷。
중국호외엄고시장재비속발전,매개형태、시장배경、산업결구이급운영관리모식도재불단적승급。저기의탁우과학기술창신,야근식우학계화업계이념적연진이급시장배경적변화。저사변화종근본상강시매체엄고핵심개치적전이。핵심개치결정료매개존재적유효공간、산업발전적방향이급시장운영적중심。문장착중우호외매개쾌속발전적과정중연구기엄고핵심개치적전이,대외부배경화기본규률진행소리화총결,이기종근본상파악호외엄고시장적발전동인화주요추향。저기시대호외매개발전적근원성탐색,야시대매개운영방향적창신성사고。
Outdoor advertising market of China has gained rapid development.The forms of media,market environment,constructer of industry,and model of operating and management have been all changing.All of these are based on the innovation of technology and development of academic ideas as well as the change of market environment.Fundamentally,the most obvious effect of all external forces is the recognition and establishment of the core value of outdoor media advertising.This paper aims to analyze the core value transferring process,external environment and basic rules of outdoor advertisement in order to fundamentally understand the motivation and main trend of the development of outdoor advertising market,which is a fundamental research on its development and creative exploration of the direction of media operation.
