中國數字標牌市場需求架構

　　十九世紀著名的經濟學家凱恩斯(John Maynard Keynes)所倡導的『需求拉動供給』理論模式，解決了一九三0年代的經濟大恐慌問題
，回顧這一段與美國經濟複蘇有關的市場經濟難題
，目前在中國數字標牌(Digital Signage)市場所呈現的現狀
，其實是有異曲同工之妙的地方。

　　在一九三0niandaimeiguojingjidakonghuangdeshiqi，tongyangcunzaizhegonggeidayuxuqiudezhuangkuang，shehuiziyuandepeizhiyushichangshijidexuqiuneirongchanshenglehendadechayi，suoweiziyuanpeizhiyushichangxuqiubuduicheng，bushiziyuanbuzudewenti，ershifenpeibudangdewenti。fenpeibudangjiuhuizaochenglangfeijimeiyouxiaolv，shichangxuqiuliangdidebufenchangshangpinmingdetouru
，huoshizhiliangshangdewuxiaotouru，zhenzhengxuyaopeizhiziyuandedifangquemeiyouzugoudetouru。

　　中(zhong)國(guo)數(shu)字(zi)標(biao)牌(pai)市(shi)場(chang)曆(li)經(jing)過(guo)去(qu)幾(ji)年(nian)的(de)推(tui)進(jin)發(fa)展(zhan)
，市(shi)場(chang)需(xu)求(qiu)的(de)架(jia)構(gou)逐(zhu)漸(jian)成(cheng)形(xing)，看(kan)似(si)呈(cheng)現(xian)百(bai)家(jia)爭(zheng)鳴(ming)的(de)局(ju)麵(mian)，但(dan)是(shi)也(ye)有(you)許(xu)多(duo)的(de)廠(chang)商(shang)出(chu)現(xian)了(le)經(jing)營(ying)上(shang)的(de)問(wen)題(ti)，其(qi)中(zhong)也(ye)有(you)些(xie)早(zao)期(qi)投(tou)入(ru)的(de)廠(chang)商(shang)已(yi)然(ran)退(tui)出(chu)數(shu)字(zi)標(biao)牌(pai)市(shi)場(chang)，造(zao)成(cheng)這(zhe)樣(yang)的(de)現(xian)象(xiang)的(de)原(yuan)因(yin)有(you)許(xu)多(duo)
，其(qi)中(zhong)有(you)一(yi)個(ge)很(hen)大(da)的(de)因(yin)素(su)在(zai)於(yu)沒(mei)有(you)真(zhen)正(zheng)認(ren)知(zhi)到(dao)市(shi)場(chang)的(de)需(xu)求(qiu)，創(chuang)造(zao)了(le)許(xu)多(duo)技(ji)術(shu)導(dao)向(xiang)的(de)產(chan)品(pin)，產(chan)品(pin)及(ji)營(ying)銷(xiao)策(ce)略(lve)偏(pian)重(zhong)單(dan)一(yi)的(de)組(zu)件(jian)，沒(mei)有(you)適(shi)切(qie)及(ji)完(wan)整(zheng)的(de)產(chan)品(pin)線(xian)規(gui)劃(hua)能(neng)力(li)
，再(zai)加(jia)上(shang)沒(mei)有(you)真(zhen)正(zheng)累(lei)積(ji)足(zu)夠(gou)的(de)市(shi)場(chang)整(zheng)合(he)經(jing)驗(yan)，以(yi)發(fa)展(zhan)真(zhen)正(zheng)市(shi)場(chang)需(xu)求(qiu)導(dao)向(xiang)的(de)產(chan)品(pin)，導(dao)致(zhi)銷(xiao)售(shou)前(qian)周(zhou)期(qi)太(tai)長(chang)，甚(shen)至(zhi)直(zhi)接(jie)放(fang)棄(qi)客(ke)戶(hu)，產(chan)品(pin)前(qian)期(qi)投(tou)入(ru)的(de)開(kai)發(fa)成(cheng)本(ben)無(wu)法(fa)透(tou)過(guo)銷(xiao)售(shou)回(hui)收(shou)。

　　談tan及ji市shi場chang上shang需xu求qiu的de產chan品pin到dao底di為wei何he，實shi在zai是shi的de架jia構gou若ruo以yi功gong能neng規gui格ge及ji價jia格ge來lai看kan
，簡jian單dan的de分fen為wei數shu字zi標biao牌pai係xi統tong市shi場chang及ji廣guang告gao機ji市shi場chang，簡jian單dan的de說shuo明ming如ru下xia:

　　係統市場(System Market)

　　早zao期qi的de媒mei體ti思si維wei逐zhu漸jian演yan變bian成cheng為wei一yi般ban化hua大da眾zhong的de需xu求qiu思si維wei，中zhong國guo數shu字zi標biao牌pai的de起qi源yuan說shuo法fa十shi之zhi八ba九jiu都dou與yu分fen眾zhong傳chuan媒mei有you關guan，但dan諷feng刺ci的de是shi分fen眾zhong所suo使shi用yong的de發fa布bu平ping台tai卻que是shi最zui原yuan始shi的de單dan機ji廣guang告gao機ji形xing式shi，這zhe樣yang的de概gai念nian除chu了le成cheng本ben考kao慮lv之zhi外wai，其qi實shi還hai有you一yi個ge主zhu要yao的de原yuan因yin，就jiu是shi網wang絡luo的de普pu及ji化hua程cheng度du
，樓lou宇yu電dian梯ti本ben身shen大da部bu份fen都dou沒mei有you網wang絡luo的de建jian置zhi，所suo以yi係xi統tong聯lian網wang的de思si維wei並bing沒mei有you在zai早zao期qi的de方fang案an中zhong被bei強qiang調tiao。自zi從cong2007nianqi
，congdanjiguanggaojidesiweiyanjinerlaidexitonggainian，yishizhijianbeishichangfengweizhuliu，zhuanyehuadejinchengcongruanjiandaoyingjianmabutingtideqianjin
，congzhongkongduandaoqianduandexianshiqi
，xiangduidechengshujishudaidongzhegezhongxingyedeyingyongxuqiu，xitongshichangyizhujiandebaituozaoqiyimeitiweidaoxiangdeyingyongxuqiu，querdaizhidebiranshigengduozairichangyingyunsuoxudegongnengjiwendingxing，zheshixuqiumiansuochengxianchulaidezhuangkuang，danshizaigonggeimiandezhuangkuangsihuyucibuxiangwenhe，guodudekaifajiqiangtiaosuoweidexianjinjishulangfeiletaiduodeziyuan
，yezaochenglexuduodechengbenlangfei，wufafuheshichangxuqiudeqidaijiage
，ruozaijiashangzhiliangjifuwudechengben，gengdadadechaoguoleshichangkeyijieshoudejiage。zhuanyehuadezhenghexingchanpinshibiranjibixude
，wulunshizhongkongruanjianjibofangqishenzhishiweilaidezhuanyexianshiqi，shejiyigenengyubofangqizhuanyezhenghedexianshiqisuodailaidechanzhi，biqiangtiaomeitigongneng(比如人臉辨識、多點觸控及播放記錄等)而投入的資源更具普世價值。

　　廣告機市場(AD Player Market)

　　yanxidazhongxuqiudesiwei，youzhejiandangongnengdeguanggaojibeidaliangdeyingyongzaixuduodedifang，erzhegesuoweidejiandangongnengxuqiudeguanggaojishichang，xiangduiyuxitongshichangdegongnengjijiaweiyejiubeijieduweisuoweideshanzhaideshichang。shishishang
，zheyangdeshichangshicunzaierqieyinggaibeizhengshi，ruojiangxitongshichangdingyiweizhonggaojieshichang
，zezhegeguanggaojideshichangyinggaijiushidijieshichang(附圖二)，總結來說，市場上所稱的標牌及廣告機的市場應該是屬於同一個產業的
，差異就在於功能及客戶層的分布結構。

　　guanggaojideshichangxianzaidezhongdianwentizaiyujiaoshaoyouyouzhidezhongdaxingqiyetouru

，dabufendechangshangdoushiyizaoqidedanjiguanggaojidemoshizaijinxingxiaoshou，shizhidechanpinyanhuajinchengshangchuyumengyajieduan，chanpinbenshendegongnengjijiejuefanganbingmeiyoutaidadegaibian，zuizhongyaodeshizhiliangdeyishibuqiang，chanpindezuogongcucao，shejishangdegousigengshifuzhiqueru，gengbuyongtanjipinpaideyishi。

　　平ping價jia及ji過guo度du的de價jia格ge競jing爭zheng也ye是shi目mu前qian不bu爭zheng的de事shi實shi，最zui大da的de原yuan因yin也ye就jiu是shi在zai這zhe個ge市shi場chang的de需xu求qiu並bing沒mei有you被bei真zhen正zheng的de重zhong視shi，產chan品pin的de發fa展zhan沒mei有you投tou入ru更geng多duo的de資zi源yuan去qu優you化hua，市shi場chang上shang差cha異yi化hua的de產chan品pin很hen少shao，對dui應ying這zhe樣yang的de市shi場chang需xu求qiu量liang，目mu前qian大da部bu份fen正zheng是shi一yi些xie地di區qu性xing的de小xiao廠chang在zai供gong應ying，相xiang較jiao於yu係xi統tong市shi場chang的de多duo元yuan發fa展zhan，以yi及ji眾zhong多duo的de中zhong大da型xing企qi業ye投tou入ru，廣guang告gao機ji產chan品pin不bu論lun在zai產chan品pin設she計ji、規格及質量保障上均無法與係統產品現階段的狀態相比。

　　無(wu)論(lun)是(shi)數(shu)字(zi)標(biao)牌(pai)係(xi)統(tong)市(shi)場(chang)或(huo)是(shi)廣(guang)告(gao)機(ji)市(shi)場(chang)目(mu)前(qian)的(de)發(fa)展(zhan)態(tai)勢(shi)都(dou)呈(cheng)現(xian)正(zheng)向(xiang)的(de)
，隻(zhi)是(shi)對(dui)於(yu)一(yi)個(ge)尚(shang)在(zai)發(fa)展(zhan)中(zhong)的(de)市(shi)場(chang)而(er)言(yan)，存(cun)在(zai)很(hen)多(duo)不(bu)確(que)定(ding)的(de)風(feng)險(xian)及(ji)因(yin)素(su)，投(tou)入(ru)一(yi)個(ge)這(zhe)樣(yang)的(de)市(shi)場(chang)
，選(xuan)擇(ze)公(gong)司(si)發(fa)展(zhan)的(de)定(ding)位(wei)變(bian)成(cheng)一(yi)個(ge)很(hen)重(zhong)要(yao)的(de)議(yi)題(ti)，中(zhong)國(guo)數(shu)字(zi)標(biao)牌(pai)產(chan)業(ye)的(de)發(fa)展(zhan)關(guan)鍵(jian)要(yao)素(su)必(bi)然(ran)是(shi)廠(chang)商(shang)之(zhi)間(jian)的(de)整(zheng)合(he)以(yi)及(ji)資(zi)源(yuan)的(de)投(tou)入(ru)配(pei)置(zhi)，係(xi)統(tong)市(shi)場(chang)中(zhong)整(zheng)體(ti)供(gong)應(ying)鍵(jian)的(de)完(wan)整(zheng)
，從(cong)上(shang)遊(you)的(de)組(zu)件(jian)供(gong)貨(huo)商(shang)到(dao)中(zhong)遊(you)的(de)整(zheng)合(he)開(kai)發(fa)商(shang)以(yi)及(ji)下(xia)遊(you)渠(qu)道(dao)的(de)係(xi)統(tong)建(jian)置(zhi)商(shang)一(yi)條(tiao)龍(long)的(de)體(ti)係(xi)成(cheng)熟(shu)度(du)，也(ye)是(shi)未(wei)來(lai)持(chi)續(xu)關(guan)注(zhu)的(de)重(zhong)點(dian)。至(zhi)於(yu)中(zhong)低(di)階(jie)單(dan)機(ji)廣(guang)告(gao)機(ji)的(de)市(shi)場(chang)，需(xu)要(yao)更(geng)多(duo)的(de)優(you)質(zhi)的(de)中(zhong)大(da)型(xing)廠(chang)商(shang)資(zi)源(yuan)的(de)投(tou)入(ru)，共(gong)同(tong)努(nu)力(li)在(zai)產(chan)品(pin)設(she)計(ji)及(ji)整(zheng)體(ti)質(zhi)量(liang)上(shang)的(de)提(ti)升(sheng)
，滿(man)足(zu)更(geng)多(duo)小(xiao)型(xing)客(ke)戶(hu)的(de)需(xu)求(qiu)，相(xiang)信(xin)未(wei)來(lai)廣(guang)告(gao)機(ji)自(zi)然(ran)而(er)然(ran)會(hui)變(bian)成(cheng)是(shi)海(hai)報(bao)及(ji)燈(deng)箱(xiang)等(deng)固(gu)定(ding)型(xing)宣(xuan)傳(chuan)工(gong)具(ju)的(de)替(ti)代(dai)性(xing)產(chan)品(pin)。

　　結語

　　畢(bi)竟(jing)資(zi)源(yuan)有(you)限(xian)的(de)問(wen)題(ti)是(shi)經(jing)濟(ji)環(huan)境(jing)中(zhong)存(cun)在(zai)的(de)既(ji)定(ding)事(shi)實(shi)

，也(ye)是(shi)造(zao)就(jiu)市(shi)場(chang)效(xiao)率(lv)的(de)根(gen)本(ben)力(li)量(liang)，主(zhu)流(liu)需(xu)求(qiu)應(ying)該(gai)優(you)先(xian)於(yu)技(ji)術(shu)考(kao)慮(lv)
，過(guo)度(du)的(de)強(qiang)調(tiao)及(ji)開(kai)發(fa)所(suo)謂(wei)的(de)技(ji)術(shu)導(dao)向(xiang)產(chan)品(pin)，必(bi)然(ran)會(hui)排(pai)擠(ji)基(ji)本(ben)主(zhu)流(liu)需(xu)求(qiu)產(chan)品(pin)的(de)發(fa)展(zhan)，進(jin)而(er)影(ying)響(xiang)產(chan)業(ye)發(fa)展(zhan)的(de)進(jin)程(cheng)。