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Analysis of current situation and prospect of outdoor advertising in China
From：2019.03.04
Analysis of current situation and prospect of outdoor advertising in China
1. National industrial policy support
For the advertising industry as a whole, the national economic transformation and the promotion of brand consumption will make feipin company manage its brand. Especially for the enterprises related to living expenses, the growth rate of advertising investment will exceed the growth rate of income
'plan to specifically advertising industry listed in one of the cultural and economic industry, encourage the advantages of enterprises through mergers and acquisitions, equity participation, holding, integration methods such as much stronger form of Dali coal group, as the market competition, the company with a wide carrier and buying power industry dominance of Christmas will be reflected, bargaining power to ascend, forming double increase market share and profitability.
2. The cost of outdoor advertising is low
At present, the thousands of outdoor advertising into the state, compared with other media has the attraction of the pit can not refuse. The average cost of outdoor advertising is only 1/10-1/30 of that of TV, newspaper and other media. In the face of increasingly fierce market competition and the pressure of previous costs, the huge cost advantage has become one of the main reasons for the popularity of outdoor advertising.
3. The change of people's lifestyle drives the development of outdoor media
With the increasing number of people's leisure activities, modern urbanites are more and more fond of outdoor activities such as tourism and sports. The trend of social activities is favorable to outdoor media advertising. The survey shows that consumers spend less time at home than before. As a result, more and more enterprises begin to invest their advertising funds in the outdoor market. According to the reading test results of 2,700 samples and 126 brands in China by asiagang market research co., LTD., the outdoor advertising has become the second largest media after TV in terms of the popularity of zhiliping dimension square festival.
4. The demand for outdoor advertising in third-tier and fourth-tier cities continues to grow
Portuguese temporarily the advancement of China's cities, three or four real city's rapid economic development, lead to three or four city's enterprises to build brand, and increase sales and increase market share with his big appeal, in widely input can achieve the goal of this phase large power companies, and compensate the two paper along with the city market is increasingly fierce, don't three or four paper city huge vacancy market absorb the earth attract business enterprise of city expansion and promotion, and a reason for three or four enterprise prosperous city advertising greatly in between, outdoor advertising righteousness is the way to live for three or four paper regions city market means of police yard, so three or four flourishing cities will become the new growth point for outdoor advertising should be real.
5. The price of outdoor advertising is increasing day by day
As the outdoor advertising industry competition intensifies, the demand for outdoor advertising and other advertising resources also increases the cotton, outdoor advertising resources are in short supply situation, lead to outdoor advertising resources gradually increased, the price of the outdoor advertising industry rising operating costs, reduce the outdoor advertising enterprise profit, increase the capital operation and management of outdoor advertising enterprise difficult, is not conducive to the survival and development of outdoor advertising industry.
6. Professional talents are still in short supply
Outdoor advertising is closely related to the appearance of a city. With the deepening of China's urbanization and the improvement of people's living standards, people's demands for culture are increasing day by day, thus putting forward higher requirements for urban environmental construction.
Outdoor advertising as part of the urban environment, not only to meet the requirements of merchants, you also need to foot with ionization atmosphere of a city, the new urban form home construction development, the outdoor bitter talents of professional put forward higher request, and outdoor advertising professional talents in our country is owed, and can't keep up with the city's image very well engineering build said the disabled derivative some outdoor advertising has built city or a new outdoor advertising can't approved, so talent shortage is one of the unfavorable factors of outdoor advertising industry development in our country,
