On December 29, 2012, close to the railway 's sources, the national railway passenger train carriage of special books, namely the magazine advertising media are right, property rights exchange in Beijing the first public listing has been neglected, should very few.
In fact, the reporter was in December 28th 29 days and two days repeatedly asked the responsible for the bidding of Beijing property rights exchange center and the China Advertising Association of Railway Branch of the relevant person in charge, were refused to respond to the matter. The above-mentioned sources, the taboo is the deep reason is probably because the bidding has liupai.
A senior media person Ding Ning analysis, the convection film news isn't surprising, because in the bidding document already buried Liupai foreshadowing.
Test failure
In November 29, 2012, eighteen local railway bureau jointly in Beijing property rights exchange foreign public investment national railway passenger train carriage special books, namely the magazine advertising media are right. A national railway passenger train cars magazine placed right, another national rail direct, express, fast passenger train sleeper carriage magazine placed right.
Because this is the railway sector for the first time in years, choice of property rights exchange on Railway media resources for open bidding, has aroused wide concern. External evaluation of the Ministry of Railways is the railway media market reform a toe in the water.
In accordance with the merchants bidding process, November 29, 2012 to December 24th is the time for registration, the subsequent two days on the applicants to review the qualifications, to meet the requirements of the applicants, in December 27th before four in the afternoon to pay margin 3000000, can participate in December 29th afternoon at Internet auction.
Message personage discloses, although in December 12th held in Wuhan Railway media promote attracted more than 10 magazine media to come to the Advisory Board. But it was not until December 26th, true to the application magazine but was only four, and was still present railway train four common magazine.
Informed, enrollment of four media were from the Sadie media's " journey of harmony ", the Aoshen media " companion " magazine, as well as wo media " art " and " Railway Tourism Geography ". But at present does not know whether the four magazine submit margin into the final bidding stage.
This message personage still discloses, because a variety of reasons ultimately magazine determined to give up bid, while the remaining two Jingpai situation also is likely to evolve into the auction. But this message to from the official confirmed.
Advertising Institute of Communication University of China professor Zhong Yiqian thinks, the railway sector to train media market test failure, roads and international media on Railway media do not understand the questions, the most important reason is that the railway sector to media know enough yet to expect too much. " If not greedy greedy, or can do. " He believed that, in the traditional media type and mobile terminal impact today, railway ministry still retains the traditional media 's old cognitive, magazine put right the asking price is too high so that enterprises difficult to load, he suggested that the railway departments have to research railway media positioning and value.
Unreasonable capital file
Ding Ning said, as early as in the bidding documents released as by the industry media, rebound, if signed a contract equal to jump into the trap, so long buried Liupai foreshadowing. According to Ding Ning's analysis, the most important reason is the auction as presented by Zhong Yiqian, the railway departments do not understand the operation of the media, also ignored the high-speed rail media development needs to breed cost. In accordance with the tender information, EMU passenger train journal put premium price for each 35000 yuan / year the magazine group. Both passenger train sleeper carriage magazine put premium price for each magazine 1000 yuan / a year. At approximately EMU 700 groups, both trains of 13000 cars, is involved in bidding for the magazine advertising media, every year in the EMU on the expenditure of at least 24500000, compared to $13000000 in existing railway lines. The placing of a sign right to sign three years, in fact, magazine advertising media minimum expenditures should be 73500000 yuan and 39000000 yuan.
Ding Ning for example, suppose a circulation per issue in 300000 copies of the magazine to bid, the printing cost about 8 yuan, a year only printing costs as high as 28800000 yuan, run a magazine editing, purchase of at least four million dollars a year and cost, thus, coupled with the display right cost, has more than 66300000 yuan, if plus tax and marketing costs, the magazine on the operation cost at least 75000000 yuan.
" Cost is 75000000, the advertising on 100 million can do? " Ding Ning expresses, the Ministry of Railways the car magazine for four copies, positioned substantially the same, is a high degree of homogeneity, and the three major airlines plane are placed in the magazine are unique, its annual advertising revenues have just over 100 million. Therefore, to train in each magazine, can do such a high amount of advertisement is Arabian nights.
Ding Ning points out, China Merchants file second was the contract clause is not reasonable. For example, Limited advertising ratio can not exceed 1/3, " media advertising ratio should be determined by the market, but is not the administrative command decision ". In addition, merchant file additional terms also requires at least 20% of the length of prominent railroad industry news, articles, and information services. These administrative provisions to obliterate the media itself is also interested in the style of.
Ding Ning thinks, China Merchants file third unreasonable is the legal responsibilities of both the promise is not equal, the winning bidder 's responsibility and obligation is very clear, but as a joint investment of eighteen railway administration responsibility and obligation in the contract, but can not reflect the. But the problem is that the railway sector to issue around the operation idea of hidden traps, will give the credit crisis and the crisis has cost.
Ding Ning explained, by its relationship with other peer exchanges, that magazine train maximum uncontrollable risk is issued. The media have their own distribution channels and distribution team, quality guarantee, but if it is to be on the train, in accordance with the regulations, it is composed of eighteen local railway administration 's advertising department organization responsible for the car magazine work.
Once the issue is not in place, cause passenger and advertisers to magazine operator's complaint, in view of our contract as " unequal contract ", the winning bidder cannot force requested the railway sector reform, the final cost and credit will " play ducks and drakes ".
Ding Ning thinks, it is because of the railway departments are insufficient to this understanding, which leads to the contract, we must adjust investment ideas and terms, can attract media companies to cultivate high-speed rail media market.
Article source: twenty-first Century Economic Report
The original author: Gao Jianghong
In fact, the reporter was in December 28th 29 days and two days repeatedly asked the responsible for the bidding of Beijing property rights exchange center and the China Advertising Association of Railway Branch of the relevant person in charge, were refused to respond to the matter. The above-mentioned sources, the taboo is the deep reason is probably because the bidding has liupai.
A senior media person Ding Ning analysis, the convection film news isn't surprising, because in the bidding document already buried Liupai foreshadowing.
Test failure
In November 29, 2012, eighteen local railway bureau jointly in Beijing property rights exchange foreign public investment national railway passenger train carriage special books, namely the magazine advertising media are right. A national railway passenger train cars magazine placed right, another national rail direct, express, fast passenger train sleeper carriage magazine placed right.
Because this is the railway sector for the first time in years, choice of property rights exchange on Railway media resources for open bidding, has aroused wide concern. External evaluation of the Ministry of Railways is the railway media market reform a toe in the water.
In accordance with the merchants bidding process, November 29, 2012 to December 24th is the time for registration, the subsequent two days on the applicants to review the qualifications, to meet the requirements of the applicants, in December 27th before four in the afternoon to pay margin 3000000, can participate in December 29th afternoon at Internet auction.
Message personage discloses, although in December 12th held in Wuhan Railway media promote attracted more than 10 magazine media to come to the Advisory Board. But it was not until December 26th, true to the application magazine but was only four, and was still present railway train four common magazine.
Informed, enrollment of four media were from the Sadie media's " journey of harmony ", the Aoshen media " companion " magazine, as well as wo media " art " and " Railway Tourism Geography ". But at present does not know whether the four magazine submit margin into the final bidding stage.
This message personage still discloses, because a variety of reasons ultimately magazine determined to give up bid, while the remaining two Jingpai situation also is likely to evolve into the auction. But this message to from the official confirmed.
Advertising Institute of Communication University of China professor Zhong Yiqian thinks, the railway sector to train media market test failure, roads and international media on Railway media do not understand the questions, the most important reason is that the railway sector to media know enough yet to expect too much. " If not greedy greedy, or can do. " He believed that, in the traditional media type and mobile terminal impact today, railway ministry still retains the traditional media 's old cognitive, magazine put right the asking price is too high so that enterprises difficult to load, he suggested that the railway departments have to research railway media positioning and value.
Unreasonable capital file
Ding Ning said, as early as in the bidding documents released as by the industry media, rebound, if signed a contract equal to jump into the trap, so long buried Liupai foreshadowing. According to Ding Ning's analysis, the most important reason is the auction as presented by Zhong Yiqian, the railway departments do not understand the operation of the media, also ignored the high-speed rail media development needs to breed cost. In accordance with the tender information, EMU passenger train journal put premium price for each 35000 yuan / year the magazine group. Both passenger train sleeper carriage magazine put premium price for each magazine 1000 yuan / a year. At approximately EMU 700 groups, both trains of 13000 cars, is involved in bidding for the magazine advertising media, every year in the EMU on the expenditure of at least 24500000, compared to $13000000 in existing railway lines. The placing of a sign right to sign three years, in fact, magazine advertising media minimum expenditures should be 73500000 yuan and 39000000 yuan.
Ding Ning for example, suppose a circulation per issue in 300000 copies of the magazine to bid, the printing cost about 8 yuan, a year only printing costs as high as 28800000 yuan, run a magazine editing, purchase of at least four million dollars a year and cost, thus, coupled with the display right cost, has more than 66300000 yuan, if plus tax and marketing costs, the magazine on the operation cost at least 75000000 yuan.
" Cost is 75000000, the advertising on 100 million can do? " Ding Ning expresses, the Ministry of Railways the car magazine for four copies, positioned substantially the same, is a high degree of homogeneity, and the three major airlines plane are placed in the magazine are unique, its annual advertising revenues have just over 100 million. Therefore, to train in each magazine, can do such a high amount of advertisement is Arabian nights.
Ding Ning points out, China Merchants file second was the contract clause is not reasonable. For example, Limited advertising ratio can not exceed 1/3, " media advertising ratio should be determined by the market, but is not the administrative command decision ". In addition, merchant file additional terms also requires at least 20% of the length of prominent railroad industry news, articles, and information services. These administrative provisions to obliterate the media itself is also interested in the style of.
Ding Ning thinks, China Merchants file third unreasonable is the legal responsibilities of both the promise is not equal, the winning bidder 's responsibility and obligation is very clear, but as a joint investment of eighteen railway administration responsibility and obligation in the contract, but can not reflect the. But the problem is that the railway sector to issue around the operation idea of hidden traps, will give the credit crisis and the crisis has cost.
Ding Ning explained, by its relationship with other peer exchanges, that magazine train maximum uncontrollable risk is issued. The media have their own distribution channels and distribution team, quality guarantee, but if it is to be on the train, in accordance with the regulations, it is composed of eighteen local railway administration 's advertising department organization responsible for the car magazine work.
Once the issue is not in place, cause passenger and advertisers to magazine operator's complaint, in view of our contract as " unequal contract ", the winning bidder cannot force requested the railway sector reform, the final cost and credit will " play ducks and drakes ".
Ding Ning thinks, it is because of the railway departments are insufficient to this understanding, which leads to the contract, we must adjust investment ideas and terms, can attract media companies to cultivate high-speed rail media market.
Article source: twenty-first Century Economic Report
The original author: Gao Jianghong