户外媒体是一种传统的非主流媒体，包括公交车，路牌，灯箱，车厢，气球，招贴， 霓虹灯等等。上个世纪八、九十年代，户外媒体的兴起初见端倪，但是，它更多地处于 一种配属媒体的边缘地位，其发展势头不如传统的大众媒体，处于自发的发展阶段，而 户外广告的管理、创作、研究和重视程度都还远远不够。近年来，主流媒体的广告份额 在缩小，影响力在削弱，户外广告则无论是数量上、质量上，还是投放额上都呈稳健上 升的态势。据调查资料显示，我国户外广告经营总额由 1990 年的 6.11 亿增加到 2002 年的 114.6 亿元，增幅达到 19 倍多。 但随着信息技术的日新月异，传媒产业也在进行着一场前所未有的革命。数字技术 和互联网的高速发展给电视、广播、报纸、杂志四大传统媒体带来了强力的冲击。传统 主流媒体一统天下的局面早已不复存在，取而代之的是媒体的多元化、分众化。媒体的 转型意味着作为传统媒体的户外媒体也将经历一场前所未有的转型，如何将传统媒体与 新媒体结合起来，进行创意营销，实现户外媒体销售化，成为新媒体环境下传媒行业讨 论的重要命题。 2014 年上半年，ABC 广告公司与宁波市公用设施投资有限公司签订了为期 5 年的宁 波公交候车亭灯箱广告媒体独家经营合约。该合约涵盖了宁波现有的近1,000座候车亭， 共计 2,000 个广告画面，同时也涵盖宁波未来将新增的候车亭媒体，覆盖宁波市海曙、 江东、江北等主要城区。 本报告以 ABC 广告公司将在合约期内负责宁波城市公用设施之投资、开发、建设、 租赁与经营为研究重点，结合ABC广告公司以往对户外广告媒体项目投资的经验与管理， 综合项目管理学、管理学、市场营销学、投资行为学、财务管理、风险管理等理论知识， 来设计该项目的商业计划书内容。 ABC 广告公司将以高品质的服务及创新能力带入到宁波公交创意候车亭媒体的运营 中，将以在街道设施领域里的专业实力确保创意候车亭媒体能成为宁波城市中一道亮丽 的风景线，并且带动中国户外媒体的创新发展。为 ABC 广告公司的该项目设计出一套兼 具实操性和创意性的盈利模式，并对以后的工作提供指导。 关键词，户外广告；户外媒体；候车亭媒体；商业计划书II ABSTRACT Outdoor media is a traditional non mainstream media, including buses, signs, light box , balloons, car, posters , neon lights etc. In the 1980s to 1990s, outdoor media rise initially , while it is more marginalized in an associated media, its development tendency is not better than the traditional mass media, in the stage of development of spontaneous, outdoor advertising management, creation, research and attention degree is not enough. In recent years, the mainstream media advertising share in the narrow, influence is weaken outdoor advertising is both the quantity, quality, or put on the amount of a steadily rising trend. According to the survey data show, China's outdoor advertising business volume increased from 0.611 billion in 1990 to11.46 billion yuan in 2002, an increase of up to more than 19 times. With the information technology change rapidly, the media industry is also in a unprecedented revolution. The high speed development of the digital technology and the Internet has brought strong impact to television, radio, newspapers, magazines and four major traditional media . The traditional mainstream media rule no longer exists, diversified, focus media replace it. The transformation of media means the traditional media of outdoors media will also experience to unknown transition, how will the traditional media and new media combined , creative marketing, the realization of outdoor media sales, become an important proposition in the media industry under the new media environment discussion. The first half of 2014, ABC advertising company and the Ningbo Municipal Public Facilities Investment Company Limited signed a 5 year Ningbo bus shelters Light box advertising media exclusive contract. The contract covers the Ningbo nearly 1000 shelters available, a total of 2000 advertising pictures, and also covers the shelters in Ningbo future of the new media covering Ningbo City, Jiangdong, Jiangbei, Haishu and other major city. In this thesis we will focus on the ABC advertising company will be in the contract period for investment , Ningbo city public facilities development, construction, leasing and management, experience and management combined with ABC advertising company in the past to the outdoor advertising media, project investment, comprehensive project management, management, marketing, financial management, investment behavior, risk management theory knowledge, to design the content of the project business plan.III ABC advertising company will be high-quality service and innovation ability of Ningbo bus waiting booth into creative media operations, will be in the street facilities in the field of professional strength to ensure that the creative shelter media can become Ningbo City a beautiful landscape, and drives the innovation and development of Chinese outdoor media. ABC advertising company, the project to design a set of both practical and creative mode of profit, and to provide guidance to future work. Key word，Outdoor advertising，Outdoor media，Shelter media，Business planIV 目 录 摘要 ................................................................................................................................... I ABSTRACT ....................................................................................................................... II 目 录 ................................................................................................................................. IV 第一章 绪 论 .................................................................................................................... 1 1.1 研究的背景及意义 ......................................................................................................... 1 1.1.1 研究背景 ................................................................................................................... 1 1.1.2 研究意义 .................................................................................................................. 2 1.2 文献综述 ........................................................................................................................ 2 1.2.1 商业计划书编制方面 .............................................................................................. 2 1.2.2 战略管理方面 .......................................................................................................... 3 1.2.3 营销管理方面 .......................................................................................................... 4 1.2.4 财务管理方面 .......................................................................................................... 4 1.2.5 户外媒体运营方面 ................................................................................................... 5 1.2.6“新媒渠”方面 ........................................................................................................ 5 1.3 研究的方法和内容 .......................................................................................................... 7 1.3.1 研究方法 ................................................................................................................... 7 1.3.2 研究内容 ................................................................................................................... 7 1.3.3 拟解决的关键问题与技术路线 ............................................................................... 8 第二章 企业及项目概况 ................................................................................................... 9 2.1ABC 广告有限公司概况 ................................................................................................... 9 2.2 项目概况 ......................................................................................................................... 9 2.2.1 项目背景 .................................................................................................................. 9 2.2.2 项目介绍 ................................................................................................................... 9 2.2.3 项目创新 ..................................................................................................................... 11 2.2.4 项目优势 ..................................................................................................................... 11 2.3 本章小结 ....................................................................................................................... 15 V 第三章 项目投资环境分析 .............................................................................................. 16 3.1 宏观环境分析 ............................................................................................................... 16 3.1.1 社会环境分析 ........................................................................................................ 16 3.1.2 经济环境分析 ......................................................................................................... 16 3.1.3 政治环境分析 ........................................................................................................ 17 3.1.4 技术环境分析 ........................................................................................................ 18 3.2 行业环境分析 ................................................................................................................ 18 3.2.1 中国户外媒体发展现状及趋势 ............................................................................ 18 3.2.2 中国公交车候车亭媒体发展现状及趋势 ............................................................. 20 3.2.3 宁波市创意候车亭发展前景分析 ......................................................................... 22 3.3 本章小结 ....................................................................................................................... 23 第四章 营销计划 ............................................................................................................. 24 4.1 产品策略 ........................................................................................................................ 24 4.1.1 宁波创意候车亭媒体的产品整体概念 ................................................................ 24 4.1.2 宁波创意候车亭媒体的主要产品类型 ................................................................. 25 4.1.3 宁波创意候车亭媒体提供的增值服务 ................................................................. 27 4.2 价格策略 ....................................................................................................................... 28 4.2.1 媒体定价影响的因素 ............................................................................................ 28 4.2.2 定价策略 ................................................................................................................ 30 4.3 渠道策略 ....................................................................................................................... 30 4.3.1 直接渠道 ................................................................................................................. 30 4.3.2 间接渠道 ................................................................................................................. 31 4.4 促销策略 ........................................................................................................................ 31 4.4.1 人员推销 ................................................................................................................. 32 4.4.2 公共关系 ................................................................................................................. 33 4.4.3 营业推广 ................................................................................................................. 33 4.4.4“推”、“拉”策略 .............................................................................................. 35 4.5 市场推广目标及计划 .................................................................................................... 36 4.5.1 首年年度市场推广目标 ........................................................................................ 36 VI 4.5.2 首年年度市场推广计划 ........................................................................................ 37 4.5.3 未来五年的规划及其战略 .................................................................................... 38 4.6 本章小结 ........................................................................................................................ 39 第五章 财务计划与风险管理 .......................................................................................... 40 5.1 项目财务估算 ............................................................................................................... 40 5.1.1 投资估算 ................................................................................................................ 40 5.1.2 资金来源与投入方式 ............................................................................................ 40 5.1.3 项目经营收入估算 ................................................................................................ 40 5.1.4 经营期成本费用估算 ............................................................................................ 44 5.1.5 投资利润率估算 ..................................................................................................... 46 5.2 盈亏平衡分析 ................................................................................................................ 46 5.3 风险分析与应对 ............................................................................................................ 47 5.3.1 政策风险 ................................................................................................................. 47 5.3.2 经营风险 ................................................................................................................. 48 5.3.3 建设风险 ................................................................................................................. 48 5.3.4 财务风险 ................................................................................................................. 48 5.4 本章小结 ....................................................................................................................... 49 总 结 ................................................................................................................................ 50