The Research On Business Model Innovation Of Traditional Media Company A Internet Plus Conditions

In 2015,the Chinese economic growth rate were clearly decrease,only 6.9%,and this rate has reached the lowest point since 1991.The CPI rose 1.4% year on year,and continuously in the down link channel.The new normal of Chinese economics is mutation due to multiple reasons,such as reform and adjustment.The external demand is downturn and investment declined leads a quite obviously contraction of total demand.TAdvertisement industry is barometer of economics,the whole outside environment recession leds to the overall downturn of outdoor media industry.In 2015,the total input of outdoor advertising were over 109 billion Yuan,despite the scopes,changes of rate and railway station media,the net value of outdoor advertising was-5% year on year growth,and the net value of outdoor advertising costs was in decline over the same period growth.Currently,the difficulties of running outdoor media industry are mainly in several aspects,respectively are: 1.The total put volume of advertising is decrease;2.New media has been risen sharply,and it constantly takes the market share of outdoor advertisement;3.The digital rate of outdoor advertisement is low,but the vacancy of LED screen is high;4.Lack of effective and objective third party measurement methods to effectively assess the value of media.Nowadays,we all have entered the era of mobile internet,the traditional media has also redirection into intellectualism and digitization,such as television,broadcast and others,and starts to develop all kinds of communication and interaction as the currently trends.Also,the outdoor advertisement has also been through the revolution of digitization.But,under the the contraction of other forms of traditional media,outdoor media performs a slightly decrease but steady situation.This shows that even outdoor media also suffers from the shock of internet and mobile internet media,but it still undertake the important task of brand communication with its irreplaceable advantages.We cannot help but to think is it possible to take new media's benefits and mix with traditional communication mode in order to redefine the outdoor advertising industry,to change the industry center from media to consumer and audience.Company A is a outdoor media enterprise,its total volume of self-owned media is top three in Sichuan province.With the changing market environment,company A attempts to combine their strong self-owned outdoor media network with internet,and create a new business model with internet + outdoor media.This paper will illustrate the developing situation of outdoor media industry,introduce company A and analyze the their customer,market,advantages,also describe the Yaoku business model operation plan and its feasibility analyze,in order to explore the new suitable model for company A's operation and development,and finds out the inspiration to break the bottleneck of whole outdoor media industry,and seek for long term development.The whole dissertation will be divided into five different aspects.First of all,Introduction.Mainly describe the research background,aim and research purpose;Second,elaborate and review the previous theories about marketing;Third,use SWOT to analyze the new business model of internet + outdoor media through brief introduction of company A,also use theoretical knowledge to analyze the customers in detail based on the new Yaoku business model;Part four,introduce and illustrate the new Yaoku business model's operation plan;Last but not least,conclusion.