随着城市化进程和科技的发展，户外数字媒体自 2005 年来经历过一个投资和
发展高潮，户外数字媒体虽然在广告传播方面传播效果非常好，但是由于户外数
字媒体规模庞大，且竞争激烈，导致行业竞争无序、信息化程度低、广告时段严
重闲置、政府监管困难等问题。而对于大型广告主来说，投放户外数字广告，也
存在寻找广告资源困难，投播监管困难等问题。

本着从数据、现场调研发现问题，依据理论指导得出解决方案，根据解决方
案做出实际运营，在运营中检验是否解决问题的科学原则，本论文进行以下研究。

基于现代电子商务理论，当社会出现大量的供应商和消费者存在市场信息不
对称的情况，特别是广告闲置时段这类的时间产品往往都可以通过电子商务平台
进行实时交易，以求进行最优化的市场资源配置。

户外数字媒体广告交易平台就是将分布在户外 LED、楼宇、机场、地铁、卖
场、学校、宾馆、酒楼等处的户外数字媒体液晶显示终端（广告机）通过互联网
方式接入到共享传媒网平台（www.adshare）,做到广告实时发布，并提供
广告播放监测、广告空闲资源统一整合销售、实现广告按时间（when）、地点
(where)、人物(who)的精准投播。即搭建了一个全国性的户外数字媒体运营公司
（广告运营公司）与广告主、代理公司的一个广告资源实时交易、发布、监测平
台。

在相关的电子商务理论指导下，广告交易平台能满足供应商（户外数字媒体
广告运营商）、消费者（广告主及代理）的需求匹配，更重要的是要处理好一个交
易平台的三大流，即：信息流、物流、资金流。围绕供应商、消费者的需求设计
出交易平台的运营规则及技术需求。最终证实解决了这些问题。

实际上，户外数字媒体广告交易平台是目前社会上比较成熟的电子商务模式
在户外数字媒体广告交易上的一次创新应用。

关键词：广告，户外广告，数字媒体，户外数字媒体

ABSTRACT
Outdoor-Digital Media is distributed in various public places, such as: buildings,
airports, subways, buses, stores, hotels, outdoor wall regions such as liquid crystal
display (advertising LCD).It's Mainly used for broadcasting video advertisement or
news and life information, announcement and other contents.
Along with the urbanization process and the development of science and
technology, Outdoor-Digital Media since 2005, experiencing a climax for investment
and development, Outdoor-Digital Media in disseminating advertising effect is very
impressive, but due to the huge Outdoor-Digital Media, and fierce competition,
industry competition idle low, advertising time severely disordered, information,
government regulatory difficulties, and so on. But regarding the large-scale
advertisement host, puts in the outdoors numeral advertisement, also exists seeks the
advertisement resources to be difficult, broadcasts questions and so on supervising and
managing difficulty.
Discover a problem from the Data and site inspection,we will find a solution
based on the relevant theory,then we will make the actual operation,finally,the
operation will test whether the problem has been solved or not.this paper carries out
the following research according to the those scientific principles.
Based on modern electronic commerce theory, when the society presents the
massive suppliers and consumers has the market information asymmetrical situation,
especially the advertisement idle time interval this class time product often can carry
out the real-time transaction through the E-Business Platform, in order to carries on
optimized market resource disposition.
The trading platform uses the Outdoor-Digital Media hardware terminal,the
advertising programs networked publishing system and the advertising cast strategy
broadcasting system. .The LCD Terminal (ad) distributes in outdoor LED, buildings,
airports, subways, stores, schools, hotels, restaurants and other outdoor digital media
and all access to www.adshare.Then ensuring the Advertising Publishing in
time, and provides monitoring, free advertise resources consolidated sales.Finally
realizing advertising time (when), places (where) and people (who) precision of the
broadcast.It is Built an advertising resource, publish, monitor real-time transaction
platform between nationwide outdoor digital media companies (advertising operating
company) and advertisers and agencies.
Under the guidance of the theory of the electronic commerce ，trading rules are
able to meet the requirements of supplier (outdoor digital advertising carriers) and
consumers (advertisers and agency)，on the other hand，dealing with three main
streams of a trading platform: information flow, logistics and fund flow.Around the
demand of the suppliers and consumers, I will design a trading platform operation rules
and technical requirements. These problems had been solved finally.
In fact, this project is an innovative application which is under the mature
community e-business model on outdoor digital advertising transactions .
Key words：advertisement，Outdoor advertisement，Digital Media，Outdoor-Digital
Media