户外广告媒体价值评估方法研究

【作者】 王伟；

【导师】 梁美健；

【作者基本信息】 首都经济贸易大学 ， 资产评估（专业学位）， 2016， 硕士

【摘要】 伴随着我国经济的快速增长,广告行业取得了举世瞩目的发展成绩,广告行业在拉动我国经济增长的同时,也对人民的生活质量产生重大影响。广告不仅能够为企业树立良好形象,增强品牌价值,而且也在不断改善着人民的生活质量,可以说我们的生活已经离不开广告。在众多的广告形式当中,有种我们可以在户外空间活动时经常能够碰到的广告,叫做户外广告。户外广告媒体凭借其抵达率高、对区域和消费者选择性强等优势深受投资者和消费者的喜爱。但笔者通过研究发现户外广告媒体如何科学定价的问题还尚未解决,国内外学者对其价值评估的研究还不够成熟,户外广告媒体不像一些主流的媒体一样已经形成了一套相对完整的价值评估体系。近些年国内外学者对户外广告媒体的研究,也大多关注于户外广告媒体广告效果的研究,对户外广告媒体价值评估的研究相对较少。本文通过学习和总结国内外学者关于户外广告媒体价值评估的相关研究,充分考虑影响户外广告媒体价值的相关因素,对现有的可能适用于户外广告媒体价值的评估方法进行适用性分析,选择合适的评估模型进行改进,并试图建立完整的户外广告媒体价值评估模型,为户外广告媒体价值评估提供参考。一方面对户外广告媒体的所有者和投资者而言,对其处置和投资户外广告媒体提供参考。另一方面,为以后学术界研究户外广告媒体价值评估时提供一点参考,并为户外广告媒体行业的发展贡献微薄之力。更多还原

【Abstract】 With the rapid growth of China’s economy, the advertising industry has achieved remarkable development achievements, the advertising industry in driving China’s economic growth at the same time, the quality of people’s life have a significant impact. Advertising can not only establish a good image for the enterprise, enhance the brand value, but also in improving the quality of people’s life, it can be said that our life has cannot do without advertising. In many forms of advertising, there is a kind of advertising we can often encounter in outdoor space activities, called outdoor advertising. Outdoor advertising media by virtue of its high rate of arrival, the region and the strong consumer selectivity and other advantages enjoyed by investors and consumers.But the author through the study found outdoor advertising media how to scientific pricing problems still unsolved, domestic and foreign scholars on the value assessment of research is not mature enough, outdoor advertising media, unlike some of the mainstream media, has formed a a set of relatively complete value evaluation system. Study on outdoor advertising media in recent years, scholars at home and abroad, the research also focused on outdoor advertising media advertising effect, evaluation of outdoor advertising media value is relatively small. The study and summarize the domestic and foreign scholars, relevant research on assessment of the value of outdoor advertising media, give full consideration to the factors affecting the value of outdoor advertising media, in outdoor media advertising value evaluation method of suitability analysis the applicable to the existing may, choose appropriate evaluation model is improved and tried to establish complete outdoor advertising media value evaluation model, to provide a reference for evaluation of the value of outdoor advertising media. On the one hand, owners and investors of the outdoor advertising media, and provide reference for the disposal and investment of outdoor advertising media. On the other hand, in order to provide a reference for the academic community to study the value of outdoor advertising media, and contribute to the development of outdoor advertising media industry.更多还原