中国户外媒体广告核心价值的转移  

The Transformation of the Core Value of Outdoor Advertising in China

作　　者：崔卓宇[1] 

机构地区：[1]武汉大学新闻与传播学院,武汉430072

出　　处：《四川理工学院学报（社会科学版）》2013年第2期96-100,共5页Journal of Sichuan University of Science & Engineering(Social Sciences Edition)

基　　金：国家广播电影电视总局部级社科研究项目(GD09065)

摘　　要：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。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.

关 键 词：户外媒体 媒体广告 广告核心价值 媒介运营 价值转移 

分 类 号：G206[文化科学—传播学]