中国数字户外广告产业组织优化与政策创新研究  

Research on Digital Outdoor Advertising Industry Organizational Optimization and Innovation in China

作　　者：廖秉宜[1,2] 任凯伦 Liao Bingyi;Ren Kailun

机构地区：[1]武汉大学新闻与传播学院广告学系 [2]武汉大学媒体发展研究中心 [3]武汉大学新闻与传播学院

出　　处：《广告大观（理论版）》2018年第6期27-34,共8页Journal of Advertising Study

基　　金：2016年度国家社会科学基金一般项目“中国互联网广告监管制度研究”(16BXW087);中央高校基本科研业务费专项资金资助2018年度武汉大学自主科研项目(人文社会科学)“中国智能广告产业发展战略与规制政策研究”(2018QN039)阶段性成果

摘　　要：随着智慧城市的建设、程序化平台的推广以及传感器和实时定位等技术的广泛应用,数字户外广告产业迅猛发展。当前,我国数字户外广告产业面临重大的发展机遇,但也存在一些影响其发展的重要因素。本文基于产业经济学的视角,重点分析了中国数字户外广告产业组织与产业政策的现状和问题,并提出了产业创新的对策建议,即优化数字户外广告市场结构;追踪数字户外广告前沿技术;注重场景化内容与用户体验;整合多屏数字户外媒体资源;完善数字户外广告政策与法规。With the development of smart cities,the popularization of programmatic trading platform,and the widespread use of sensors and real-time location technologies,the digital outdoor advertising industry has developed rapidly.At present, China's digital outdoor advertising industry is facing major opportunities for development,but there are also some important factors which affect its development.Based on the perspective of industrial economics,this paper focuses on analyzing the current status and problems of China's digital outdoor advertising industry organization and industrial policy, and puts forward suggestions for industrial innovation.Namely,we need to optimize the market structure of digital outdoor advertising,track the frontier technologies of outdoor advertising industry,focus on scenery content and user experience, integrate multi-screen digital outdoor media resources and improve outdoor advertising policies and regulations.

关 键 词：数字户外 户外广告 户外媒体 广告产业 媒介产业 

分 类 号：F713.8[经济管理—广告]