Research On Highway Outdoor Advertising Pricing Strategy And Planning Of Guangdong Highway Media Co.,LTD

China's highway network is becoming more and more perfect,and the outdoor advertising media of highways derived from highway economic development has attracted more and more attention from enterprises.Highway outdoor advertising has the characteristics of wide audience and high transmission efficiency,so it has become the new darling of the advertising industry.Although the development of the highway media industry has only been more than 30 years with a high speed,the industry system and the corresponding legal norms have not yet been formed.Many problems have gradually emerged and become the bottleneck period for the development of high way advertising.Guangdong Highway Media Co.,Ltd.is the leading enterprise in Guangdong Province,with 85%of highway advertising resources along the first-hand highway,which is in a strong position.Under the environment of highway advertising in China,this paper takes Guangdong Highway Media Co.,Ltd.as the research object,and explores the problem of highway advertising pricing and planning management.(1)Through the analysis of the status quo of Guangdong Highway Media,the paper learns the development problems faced by the current market environment,such as conflicts between policies and regulations,complicated approval mechanisms,flooding of illegal advertisements,urban planning interventions,and lack of control over setting red lines,are all objective external factors facing Guangdong Express Media.Enterprises cannot fully control them.(2)Therefore,various restrictions should be considered.And constraints;in order to quickly adapt to market changes,enterprises should actively adjust pricing strategies to seek higher profits;(3)then,under the premise of analyzing the influencing factors and formation mechanism of highway outdoor advertising pricing,according to Guangdong The high-speed media company has resources to propose a feasible outdoor advertising price strategy for highways,namely,price subsidy strategy,auction pricing strategy,and flexible CPD strategy;(4)finally,from the two aspects of overall control planning and detailed constructive planning to explore the development plan of Guangdong Express Media Company,and the give development advice,like pay attention to personnel training,enhance core competitiveness,integrate advertising image with regional cultural industry,diversify the development of advertising media,and use high technology to improve advertising quality.Taking Guangdong Highway Media Co.,Ltd.as an example,this paper explores the current development status,problems and corresponding solutions of highway advertising in China,in order to provide practical and research references for enterprises and scholars.