Research On Pricing Strategy Of Outdoor LED Advertisement

Outdoor LED advertising appears at the beginning, because of its unique propagation characteristics, as well as new forms of advertising, who have sought advertising, pricing its advertising is also high, however, as many companies have been pouring into the outdoor media operator, the application of new technologies, especially in evaluating the effectiveness of its advertising is expected to gradually become more rational, the audience’s attention from the initial enthusiasm began to calm, its advertising pricing also becoming more reasonable. At present, the domestic LED outdoor advertising industry has matured, industry profits have been pulled from a fairly low level of early highs, more intense competition within the industry, and outdoor LED advertising pricing system but still mainly use the traditional print ads pricing system, LED outdoor advertising does not reflect the characteristics and special value, in this market environment, how the outdoor LED advertising media for a reasonable price is a very worthy of study.Traditional outdoor print ads in the choice of the pricing strategy has its molding system for different types of outdoor print advertising, the advertising value for the factors that influence the location of outdoor advertising, specifications, etc., has formed a relatively complete pricing method.And although the same outdoor LED advertising is a form of outdoor advertising, but because it broke the traditional leaping outdoor advertising, so consider outdoor LED advertising pricing strategy can’t simply based on traditional outdoor print advertising ways to do.The first is to evaluate the impact of outdoor LED advertising value factors are very different, in addition to the traditional factors of outdoor print ads, outdoor LED advertising voice, image synchronization feature spread enough to attract the audience’s attention; followed by outdoor LED advertising has a strong extensional combined release of public information it becomes a part of urban life, rather than a single form of advertising is, it will have a huge impact on ad pricing; third, because of its appearance, content and form of outdoor advertising, information dissemination has the new changes, advertising can be more daring, more diverse to express themselves.Therefore, this first outdoor LED advertising organize large amounts of data and studies conducted to understand the current situation of China’s outdoor LED advertising industry; secondly, the marketing and pricing theory has been studied, and the theoretical analysis of its pricing method based on the pricing and pricing based on the principle of outdoor LED advertising; third, a comprehensive analysis of the outdoor LED advertising value, outside of the seven factors discussed affect the value of outdoor LED advertising pricing strategies; fourth, a comprehensive analysis of the industry’s two major media company’s operating and income, the inadequacies of the current proposed outdoor LED advertising pricing method for the operation of the two companies; finally, figure out how to formulate a reasonable outdoor LED advertising media pricing strategy to provide guidance on expectations of a market pricing for outdoor LED advertising media operators.The results of this study is based on the existing outdoor LED advertising media pricing method, by analyzing the different needs, of advertising for publishers to develop different advertising media prices, pricing for advertising to promote product sales class can slightly the average price of advertising, promotional advertising for the brand can be slightly lower than the average price of advertising pricing, which is based on the direct purpose of advertising publishers to advertise treated differently, Ad publisher will launch the brand image advertising is more interested in the ad, but will not have the product Promotional advertising pricing much resentment. Through such differential pricing, more reflects the outdoor LED advertising media flexibility, increases the value of outdoor LED advertising media, while outdoor LED advertising media operators can obtain greater profit margins.