資源描述：
《分眾傳媒（focus media）》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫(kù)。
1、分眾傳媒（FocusMedia）Inthecommercialbuildingadvertisingmarket,thecrowdhasactuallyenteredthedeclinestageFocusMedia'smainbusinessisverysimple:inthecommercialbuildings,elevatorsplacedLCDTVtoplayadvertising,that'sall.Butitisacompanythatrunssuchasimplebusiness.Sinceitsestablishm
2、entin2003,ithasonlybeenthreeyears,butithasbecomeChina'slargestoutdoorvideoadvertisingoperator.Thesuccessfuldevelopmentofanenterpriseisboundtodependonitsgraspofthenatureoftheindustry.Then,whatistheessenceoftheindustrythatFocusMediacandeveloprapidlyintheshortterm?Asamatt
3、eroffact,asearlyasfouryearsago,theUnitedStateshadasimilarbusinessintheUnitedStates,butwhydidnotitsucceed?ParsingthefailureofPRNIndeed,thesuccessofthelotteryinthepastfewyearswasduetothecaptureofthenatureoftheindustry-the"divide",theopeningoftheaudienceandtheuseof"boring
4、"results.Butatthisstage,the"open"audiencecharacteristicshasbeenchanged,thefocusisnolongersimplyfocusonthehigh-endbusinesscrowd,butbegantoappealtoallthepeople,graduallybecomeapopularmedia.Andthecrowdisalsograduallyfromtheuseofpeople's"boring"to"create"people'sboredom,be
5、gantotrytoattractpeoplenotboring.PRNisanAmericancompanyfoundedinLosangelesin1992.ItsmainbusinessistoplaceLCDscreensandbroadcastadvertisementsinvariousstoresandretailstores.PRNhasitsownadvertisingscreensinmorethan6000largechainstores,includingtheworld'slargestsupermarke
6、tchain,WAL-MART,thelargesthomeappliancechain,bestbuy,andsoon.PRNformsaveryhighaudiencecoverage,advertisingfordifferenttypesofstores,youcansay,"split"andeffectivelytouchthetargetaudience,PRNisdoingquitewell.ButthedevelopmentofPRNseemstohaveneverbeenverysuccessful.PRNwas
7、foundedin1992andwasnotlistedonitsownuntil2005,andwasacquiredbyanadvertisingcompanycalledThomson.Thistimeaftertheacquisition,Thomson'ssharepricehascontinuedtodecline,afewmonthsfellbynearly20%,andasofearlyNovember2006,droppedtolessthan60%atthebeginningof2005levels.Thomso
8、nintheacquisitionofPRN'smarketvalueofabout$6billion,whilethePRNdatawerenotdisclosed,butitandtheFocusMedia'scoverageof
