Study On Risk Management Of Airmedia Gas Station Media Project

With the rapid development of economy and science and technology,as an important carrier of advertising,advertising media is changing.Its form is not only including TV,radio,Internet and others,but also outdoor advertising,etc.Similar to the engineering construction projects,the construction of advertising media project has project characteristics.Especially,Airmedia gas station media project discussed in this paper also has a large investment,long construction period and a lot of internal and external environmental factors,which are not controllable,and has to face all kinds of potential risks.However,in practice,for the domestic advertising media projects,especially the outdoor advertising project,risk management level is limited.Meanwhile,insufficient knowledge and understanding of project risk and its importance greatly harm the media project risk management effect.On the other hand,there are limited research about the risk management of media projects in current academic fields of project risk management.This leads to the shortage of project risk management theory.Therefore,the study of gas station media project risk management has very important theoretical and practical value.Based on project risk management theory,this paper took Airmedia gas station media project as the object,and conducted a detailed analysis on project environment,combined with the characteristics of project itself and its internal and external environment.Then,this paper identified possible important risk factors in the early stage of the operation and project operation periods.At the same time,we used expert scoring and hierarchical analysis methods to conduct qualitative and quantitative assessment of important risk factors,and sorted them according to their weight.Finally,combining with the specific situation of Airmedia gas station media project,we put forward the corresponding strategies for each risk factor,and the concrete measures of the project risk management.The purpose of this paper is to use the theory and method of project risk management to identify and assess scientifically the risk in two phases of Airmedia Gas Station Media Project,and provide effective management strategies and measures.