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Value Orientation of Big Outdoor LED Display

收藏本信息编号:4314 发布时间:2012-09-10 截止日期: 地区:

Introduction: In the first decade of the 21st century, with the rapid development of national economy, there was a boom in cultural industry and the momentum was building in outdoor LED media, which was mouthwatering to many media companies. Therefore, they made a start on the fierce competition for display screens and were ready to have a big go at it. After many glory fightings, comparing investment with output, they were deeply disappointed. When value became bubbles, the investors' ambition to make big fortune turned out to be the restriction to development. Big oAutdoor LED displays came to a standstill after the development of quantity. Can it welcome Qualitative changes in post-LED display age? How can its media value speak louder against bubbles?


Outdoor Policies and Operation Modes Affect Outdoor LED Media
As military tactics goes: take invincible position and wait for the best chance to defeat enemies; being invincible demands the creation of sufficient conditions, and victory comes from opportunities.  If big outdoor LED display wants to take firmly the advantageous position, its invincible status should be guaranteed before it achieves success and promising prospect. The strategy for victory is to take opportunities and avert risks. As we all know, big LED displays' progressive development depends on whether the strengths of merchant invitation and operation can be brought out the best. The lack of strategic depth and effective profit model in orientation and the operation of merchant invitation will lead media companies to the abyss of suffering.
The difficulty does not lie in creation, but in maintenance and operation. This is true to big outdoor LED displays. Driven by the early investment, many media companies rushed to make a start on the project. The lack of practice and the neglect on the limits to big LED display merchant invitation, as well as the changing outdoor policies, operation, merchant invitation and outdoor rectification of the later stage were restricted. It turned out that they were led by the nose of high consumption and outdoor rectification in turns. Therefore, it is always very difficult for LED media value to take turns from the traditional extensive form to value innovation model.
A few years ago, a joke was popular in outdoor LED media that "Give me a screen, I can prop up a stretch of sky". It was not unexpected that some media companies determinedly and courageously seized the market quickly. Thanks to the current policies and good market, they made fortune and accumulated rich resources. However, the good times did not last long. With the implementation of city plans as well as high-standard outdoor construction, the environment of advertising media experienced great changes. With power shortage, light pollution as well as frequent outdoor rectification, big LED display came from popularity to an embarrassed situation that "a word from the policy, no ifs or buts for removal". Within only a few years, the change of its roles would make one amazed and speechless. Nevertheless, operators are hindered by high operation cost as well as large expenses on business power, and, therefore, have great difficulties to sustain the business. The limit of merchant invitation and the ineffective profit model contributed to the difficulty in operation of later phrase.
Conclusion: outdoor LED media has undergone ten years of rapid development. Capitals and blind investment produced bubbles in value. Although integration is a good prescription, the medicine did not work wonder on the three obstinate diseases: large investment, high energy consumption, big difficulties in recruiting investment. Warren Buffett has said: "when the tide goes out, you get to see who's swimming naked". Perhaps only when the tide of big outdoor LED display investment has gone can the value of LED display media be found. Therefore, in the brand new situation, the attribute value of big LED displays should be reoriented for the changes of outdoor development.

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