| According to Advertising Market and Media Research Report of China in2011recently released by CHRM (Charm Communications Inc.), in2011, the total advertising revenue was￥680.855billion with14.5%of annual growth rate that was higher than the9.2%in GDP. Among the revenue, the TV media advertising was￥510.033billion and occupied74%of total advertising market while, with steady increase, the revenue of broadcast, newspapers and magazines, and outdoor media etc. was￥170.822. Conservatively, it was estimated that the revenue of outdoor media could be￥43billion in2011. Moreover, it was predicted that the advertising market could increase by11%in2012, which may have broad market space.Currently, there are about69,000advertising corporations in China, which control around80%of the total outdoor advertise resources in terms of the statistics from China Advertising Association; and the extreme decentralization of outdoor advertising resources lead to such a result that advertisers cannot operate successfully in regional scale and national networked outdoor media. Some large companies that are specializing in capital operation, such as TOM Outdoor, JCDecaux China, do not involve in outdoor media integration services yet because that the outdoor media especially in the road and the street advertising facilities are restricted by various of local regulation which probably cause some risk to those companies.In view of the contradiction between supply and demand mentioned above, The X Network Technology Co. LTD established the123Media Nets in2006, which depends on national outdoor advertising resources database. Based on the transaction flat,123Media Nets can help the media-operator solve the problems of media-selling, provide the advertisers professional suggestions about advertising operation and solution of one-stop precise outdoor media operation for advertisers. So far, it has offered the value of￥15billion information-release management and sales services of outdoor media to more than10,000media member of123Media Nets.Moreover, more than200media have become strategic alliances with123Media Nets. Consequently, under the perfect corporation governance construction, the performance has been improved rapidly.In the thesis, many theories such as business plan theory, competitive strategy theory, marketing management theory, financial management theory and other related theory are used to analyze current situation and development potential in future of this corporation and project. Internally, the objective of the thesis is to identify the weakness and strength of123Media Nets in order to make appropriate guideline and executive plan; and externally, the purposes of the thesis are to show the value and potential of123Media Nets to venture investment organizations, arouse their attention and approval and attract their investment on this project.For this purpose, this business plan of the project has carried out the marketing strategy not only based on the summary and the overall introduction, but also from characteristics of products, market segment, marketing channels and other aspects of the project. Finally, the model of’consultants+transaction platform+tracking assessment’has been concluded, which is a personalized advertising for the whole cycle service plan model of development. |
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