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摘要: 近几年，我国户外广告行业随着中国经济的快速发展，使得户外广告营业收入正在不断上升，中国户外广告行业在高速发展的同时，同行业间的竞争也愈演愈烈，所以研究广告销售的意义在于任何事物的衍生与发展总是会面临生存与竞争，优胜劣汰是事物发展的必然规律；只有了解了户外广告销售的竞争意义，才能通过竞争促进市场的发展、促进价格的合理、促进操作的规范、促进管理的科学，促进企业的进步。本毕业论文在研究户外广告媒体销售现状、销售瓶颈以及销售创新的基础上，重点研究各户外广告媒体之间的竞争。并且主要分析四类具有代表性的户外广告媒体，分析其媒体在销售中竞争中出现的问题，并给出问题的合理对策建议。7791
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关键词：资源稀缺；销售现状；销售瓶颈；销售创新
The competitive factors of outdoor advertising media sales
Abstract: In recent years, the outdoor advertising industry in China With China's rapid economic development, making the outdoor advertising business and incomes are rising, the outdoor advertising industry in China in a time of rapid growth, intensified competition between the industry, the significance of the study advertising salesanything derivative and development will always be faced with competition, survival of the fittest is the inexorable law of development of things; only by understanding the competitive significance of the outdoor advertising sales, to promote the development of the market through competition, to promote the prices reasonable, and promote the norms of operation,to promote scientific management, to promote the progress of enterprises.
This paper studies the status quo of outdoor advertising media sales, on the basis of sales bottlenecks and markets innovative, focusing on the competition between the outdoor advertising media.And major analysis of the four types of outdoor advertising media representative analysis of the problems of the media in the sales competition, and gives reasonable suggestions.
Key words: Scarcity of resources; sales status; sales bottlenecks; sales innovation
目录
引言1
一、户外广告媒体概述2
(一)户外广告媒体简介2
1、行业情况概述2
2、行业趋势简述3
(二)户外广告行业政策现状简述3
(三)户外广告媒体研究现状分析4
二、户外广告媒体销售竞争态势的分类分析5
(一)地铁广告（申通德高）5
1、地铁广告的介绍5
2、地铁广告的销售现状5
3、地铁广告的销售瓶颈5
4、地铁广告的竞争优势与竞争劣势6
5、地铁广告的建议与对策6
(二)候车亭广告（白马广告）7
1、候车亭广告的介绍7
2、候车亭广告的销售现状7
3、候车亭广告的销售瓶颈7
4、候车亭广告的竞争优势与竞争劣势8
5、候车亭广告的建议与对策8
(三) 分众传媒视频广告（分众传媒）9
1、分众传媒视频广告的介绍9
2、分众传媒视频广告的销售现状9
3、分众传媒视频广告的销售瓶颈10
4、分众传媒视频广告的竞争优势与竞争劣势10
5、分众传媒视频广告的建议与对策10
(四) 户外LED大屏广告（郁金香传媒）10
1、户外LED大屏广告的介绍10
2、户外LED大屏广告的销售现状11
3、户外LED大屏广告的销售瓶颈11
4、户外LED大屏广告的竞争优势与竞争劣势11
5、户外LED大屏广告的建议与对策12
三、户外广告媒体销售竞争存在的问题14
(一)户外广告资源浪费及闲置14 (二)新兴媒体抢占户外媒体市场 14
(三)户外广告媒体干扰度大 15
四、对户外广告媒体销售竞争的建议16
(一)对户外广告媒体资源进行合理化配置16 (二)户外媒体与新媒体合作16