策略飙升价值——户外广告理性时代的营销策略

• 作 者: 杨振昆
• 机 构: TOM户外传媒集团 副总裁
• 出 处: 广告人
• 发表日期: 2005年10期
• 关键词: 户外广告 广告业 黄金阶段 理性时代 户外媒体 户外传媒 业务员 客户终生价值 中国户外广告 新兴

一、目前户外广告公司经营模式在我国户外广告作为一个新兴行业,充满无穷诱惑、同时具有广阔的前景因此惹得广告业和其他行业的企业竟相追逐。自1992年起,中国大陆户外广告公司如雨后春笋般涌现,在20世纪90年代,户外广告公司迎来了发展的黄金阶段,不少公司在这个时期实现了最初的原始积累。进入21世纪,户外广告仍然呈现高速发展的态势。目前国内户外公司的经营模式以“产品+关系”模式为主,可以说还停留

First, the current outdoor advertising company business model Outdoor advertising in China as a new industry, full of infinite temptation, but also has a broad prospect so prompting the advertising industry and other industries actually chasing. Since 1992, outdoor advertising companies in Mainland China have sprung up. In the 1990s, outdoor advertising companies ushered in the golden stage of development. Many companies realized their initial primitive accumulation during this period. Enter the 21st century, outdoor advertising is still showing rapid development. At present, the operating mode of the domestic outdoor company is based on the mode of “product + relationship”