Outdoor New Media Strategy Research And Case Studies From The View Of Capital

China outdoor new media industry increased rapidly in the past of few years with the boost of capitals, which became the most shining star in media industry. The most famous outdoor new media company, Focus Media went IPO on NASDAQ in 2005, following by Air Media and Vision China Media in 2007. Till the end of 2007, more than 30 outdoor new media companies have been invested by venture capital. No matter the media is positioned as a pro-focus-media or outdoor LED based on new technology, the outdoor new media industry has set off frenzy in both China and overseas capital markets.However, the outbreak of economic crisis in 2008 made a number of outdoor new media companies became from "meat and potatoes" to valueless. The business operation problems emerged one by one. The outdoor new media companies gradually realized that the scale effect from rapid growth cannot solve all the problems caused in operation, and they reflected to change business strategy step by step, such as reducing media scale and strengthening core competitiveness to survive from the economic crisis. In this process, a large number of outdoor new media companies had to close, but some companies were able to successfully prevail in the circumstances. These companies finally survived from the crisis, obtained venture capital again and resumed IPO.Based on detailed data analyses, this paper analyzed China's outdoor new media industry status, competition landscape, and the influence of capital on the outdoor new media. Capital has not only brought momentum to outdoor new media, but also vicious competition among media companies. Moreover, the power of capital has upgraded outdoor new media industry to a higher level.Meanwhile, this paper is trying to study strategic options for new media development from the perspective of capital. Outdoor new media industry is a rising capital driven industry, each company selects different business strategies based on its own outlook on the industry. Whether it adopts differentiation strategy or centralized strategy, enterprises should make the decision based on their status, industry trend and future development. In addition, this paper proposes to conduct a"flow"strategy, which is based on case studies and through detailed analysis on different media companies. Merger and acquisition is a popular approach in modern business environment. Post-merger integration is more valuable in delivering business value.Finally, a few suggestions have been made to the strategy implementation of the outdoor new media. Through systematic analysis, coupled with years of experience, I've also made constructive suggestions to Chinese outdoor new media development and corporate operations.