户外数字媒体广告交易平台构建及运营研究

发布时间：2018-06-30 19:33

本文选题：广告 + 户外广告　；参考：《电子科技大学》2012年硕士论文

【摘要】：户外数字媒体是指分布在各个公共场所，比如：楼宇、机场、地铁、公交车、户外墙体、卖场、宾馆等区域的液晶显示终端（广告机）。主要用于播放视频广告或者新闻、生活信息、公告等内容。随着城市化进程和科技的发展，户外数字媒体自2005年来经历过一个投资和发展高潮，户外数字媒体虽然在广告传播方面传播效果非常好，但是由于户外数字媒体规模庞大，且竞争激烈，导致行业竞争无序、信息化程度低、广告时段严重闲置、政府监管困难等问题。而对于大型广告主来说，投放户外数字广告，也存在寻找广告资源困难，投播监管困难等问题。本着从数据、现场调研发现问题，依据理论指导得出解决方案，根据解决方案做出实际运营，在运营中检验是否解决问题的科学原则，本论文进行以下研究。基于现代电子商务理论，当社会出现大量的供应商和消费者存在市场信息不对称的情况，特别是广告闲置时段这类的时间产品往往都可以通过电子商务平台进行实时交易，以求进行最优化的市场资源配置。户外数字媒体广告交易平台就是将分布在户外LED、楼宇、机场、地铁、卖场、学校、宾馆、酒楼等处的户外数字媒体液晶显示终端（广告机）通过互联网方式接入到共享传媒网平台（www.adshare.com.cn）,做到广告实时发布，并提供广告播放监测、广告空闲资源统一整合销售、实现广告按时间（when）、地点(where)、人物(who)的精准投播。即搭建了一个全国性的户外数字媒体运营公司（广告运营公司）与广告主、代理公司的一个广告资源实时交易、发布、监测平台。在相关的电子商务理论指导下，广告交易平台能满足供应商（户外数字媒体广告运营商）、消费者（广告主及代理）的需求匹配，，更重要的是要处理好一个交易平台的三大流，即：信息流、物流、资金流。围绕供应商、消费者的需求设计出交易平台的运营规则及技术需求。最终证实解决了这些问题。实际上，户外数字媒体广告交易平台是目前社会上比较成熟的电子商务模式在户外数字媒体广告交易上的一次创新应用。
[Abstract]:Outdoor digital media refers to the LCD terminals (advertising machines) in various public places, such as buildings, airports, subways, buses, outdoor walls, stores, hotels and other areas. Mainly used to broadcast video advertising or news, life information, announcements and other content. With the development of urbanization and science and technology, outdoor digital media has experienced a high tide of investment and development since 2005. Although outdoor digital media has a very good effect in advertising communication, but because of the large scale of outdoor digital media, The fierce competition leads to disordered competition, low information level, idle advertising period, difficult government supervision and so on. For large advertisers, it is difficult to find advertising resources and supervise outdoor digital advertising. Based on the scientific principle of finding problems from data, field investigation, theoretical guidance and practical operation, this paper carries out the following research. Based on the modern electronic commerce theory, when a large number of suppliers and consumers exist in the market information asymmetry, especially in idle advertising period, such time products can often be traded in real time through electronic commerce platform. In order to optimize the allocation of market resources. Outdoor digital media advertising trading platform will be distributed in outdoor LED, buildings, airports, subway, stores, schools, hotels, Outdoor digital media LCD terminals (advertising machines) in restaurants and other places are connected to the shared Media Network platform (www.adshare.com.cn) through the Internet mode, so that advertisements can be published in real time, and advertising broadcast monitoring is provided, and advertising idle resources are unified and integrated for sale. Advertising according to the time of (when), location (where), character (who) accurate casting. That is, a nationwide outdoor digital media operation company (advertising company) and advertisers, agents of an advertising resources real-time transaction, release, monitoring platform. Under the guidance of the relevant electronic commerce theory, the advertising trading platform can meet the needs of suppliers (outdoor digital media advertising operators), consumers (advertisers and agents), and more importantly, to deal with the three streams of a trading platform. Namely: information flow, logistics, capital flow. The operating rules and technical requirements of the trading platform are designed around the needs of suppliers and consumers. It turns out that these problems have been solved. In fact, the outdoor digital media advertising trading platform is an innovative application of the relatively mature electronic commerce model in the outdoor digital media advertising transaction.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

【共引文献】