摘要

数字标牌泛指在商业商场、大型超市、宾馆酒店大堂、影院、餐厅、及其他

人流汇聚的公共场所,通过大屏幕LED显示或其他数字显示设备,发布多媒体视

频、图片、语音等信息的商业、娱乐以及财经信息的系统。它的特点是针对特定

的目标用户群体在特定的物理场所与时间段进行广告信息的播放,让其作为信息

的接收者获得宣传者需要发布的信息。

在中国国内,数字标牌产品同质化十分严重,竞争白热化,利润日趋单薄。

从产业链的总体特点看,数字标牌欧亿·体育（中国）有限公司的基本运行方式还是遵循硬件制造一软件

开发与一体化一欧亿·体育（中国）有限公司应用的模式,不同类型的企业核心竞争力的差异也主要反映

在硬件或者软件的侧重上,以及研发和代工模式的差别上。因此在面临市场竞争

越来越激烈、电子产品销售价格不断下滑的背景下,需要正确地选择目标市场、

进行市场定位,制定营销策略,使A公司数字标牌产品在竞争格局中胜出,取得

和保持欧亿·体育（中国）有限公司产品的领头羊的地位,同时借由品牌影响力将营销拓展到国际上,与

国际品牌一■争局下。

本文以A公司为研究对象,研究分析该企业的市场营销策略存在哪些问题,

探讨该公司数字标牌产品市场营销策略对企业的发展发挥了哪些重要作用,并给

出相应的建议。

关键词:数字标牌,市场营销,营销策略,联网信息发布

DIGITAL SINGLE MARKING STRATEGIES RESEARCH

OF THE A COMPANY

ABSTRACT

Digital signage refers to the large-screen LED or other digital display device

publishes multimedia information such as videos,photos, voice of business,

enter lain ment and financial information systems in the commercial stores,supermarkets,

hotels, theaters, restaurants, hotel lobbies and other crowded public places. Its features

is display the advertisement information for aimed groups on specific physical locations

and periods, and make the receivers get the information from the publisher.

In China, most of the Digital Signage is very similar. At the same time, with the

intense competition, increasingly thin profit. From the perspective of the General

charac' ristics of the industry chain, Digital Signage industry's basic approach is to

follov/ the development and integration of hardware-software-industry model,

difference in types of enterprises ’ core competence is reflected in focused on the

hardware or software, as well as research and development and Foundry patterns on the

difference. So in faced of the increased market competition, and fell down of the

electr: . lie products sales price, the A company needs choose the right target market,and

markel positioning, developed marketing strategy, that will make the enterprise's

Digita Signs to win in the competition pattern, and keep industry products of leader of

status, while expand the brand influence to international, and compete with the

international brand.

Research on A company,analyze the marketing strategy of the company which

issues, discuss the company's Digital Signage marketing strategy which played an

important role in the development of the enterprise, and give appropriate advice, at the

same time I hope this research can be valuable to the company's Digital Signage

marketing strategy formulation and implementation.

KEYWORDS: Digital Signage, Marketing, Marketing Strategy, Online Publishing