Study On Performance Evaluation Of Community Outdoor Media Based On Precision Marketing

With the rapid development of China’s economy, driven by advertising revenue nationwide average annual increase of about 30%, its operating totaling 469.8 billion yuan, total advertising GDP up 0.9%, the overall size of China’s advertising market is ranked second in the world, become the world’s attention to emerging markets. Community outdoor media advertising industry as a rising star, and gradually occupy more market share and become various types of VCs competing object of pursuit.In this paper, the theoretical background of precision marketing, community outdoor media for the industry background, the use of the theory of advertising outdoor media advertising community launch a study of performance. First, in the environment of precision marketing community outdoor media advertising delivery form, the audience, the advantages and disadvantages of a study, from the media audience, media involvement, media operations that affect the quality of the three aspects of community outdoor media advertising performance factors were identified. Followed by the establishment of a three-level indicators, 8 secondary indicators, community outdoor media advertising 20 consisting of three indicators of performance evaluation system put in, and analyzes the dependencies between internal indicators and weight relationships, determine the internal structure of the evaluation system. Finally, as a case in CW Media, outdoor media advertising to their communities conducted a comprehensive evaluation of the performance to the index weight, and the score is based on two dimensions, analysis of the current status of CW Media’s media operations, and provide a appropriate policy recommendations.