THE ANALYSIS OF THE DEVELOPMENT OF DIGITAL OUTDOOR ADVERTISING MARKET SITUATION AND TREND
ABSTRACT: After years of rapid development there emerged a number of well-known outdoor new media company in outdoor digital advertising in China such as Vision China media, Focus Media, China health media etc.After the initial rapid development, the outdoor digital media has become increasingly mature, but the outdoor digital advertising market is facing reshuffle.Compared with the past, what new changes? Status of its future development which will have a significant impact. This status will have a significant impact on its future development.This paper introduces six power analysis, the digital outdoor advertising industry characteristics of the analysis showed that the digital outdoor advertising media industry develops with the most features, but also has its own unique characteristics, such as competitor on the development of the industry has enormous influence and so on. The emergence of digital outdoor advertising is innovation of media industry, and a blue ocean market to evolve into the red ocean market, they gradually returned to the same with other media industry development, so its progress of development have great significance for discussing all meida’s nature. Key words: outdoor digital advertising;new media; LCD; Focus Media; Six Forces Model