SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (Narrative) (Details) (USD $)	12 Months Ended
Dec. 31, 2014 segments	Dec. 31, 2013 segments	Dec. 31, 2012
SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES [Abstract]
Number of reporting units	3us-gaap_NumberOfReportingUnits	3us-gaap_NumberOfReportingUnits
Sales taxes	$ (333,622)us-gaap_ExciseAndSalesTaxes	$ 5,786,615us-gaap_ExciseAndSalesTaxes	$ 5,793,557us-gaap_ExciseAndSalesTaxes
Statement [Line Items]
Impairment loss on intangible assets	1,323,260	1,812,939
Impairment loss on cost method investment	1,999,999	2,000,000
Government subsidies	1,138,909us-gaap_OtherOperatingIncome	2,176,449us-gaap_OtherOperatingIncome	301,359us-gaap_OtherOperatingIncome
Advertising expenses	$ 5,726,530us-gaap_AdvertisingExpense	$ 8,412,925us-gaap_AdvertisingExpense	$ 5,802,006us-gaap_AdvertisingExpense
Minimum [Member]
Statement [Line Items]
Service fees paid, percent	15.00%
Maximum [Member]
Statement [Line Items]
Service fees paid, percent	70.00%

Service Fees Paid Percent Of Gross Revenues Less Bad Debts.

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Amount charged to advertising expense for the period, which are expenses incurred with the objective of increasing revenue for a specified brand, product or product line.

+ References

Reference 1: http://www.xbrl.org/2003/role/presentationRef

-Publisher FASB

-Name Accounting Standards Codification

-Topic 720

-SubTopic 35

-Section 50

-Paragraph 1

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This item represents an other than temporary decline in value that has been recognized against an investment accounted for under the cost method of accounting. The excess of the carrying amount over the fair value of the investment represents the amount of the write down which is or was reflected in earnings. The written down value is a new cost basis with the adjusted value of the investment becoming its new carrying value. Evidence of a loss in value might include, but would not necessarily be limited to, absence of an ability to recover the carrying amount of the investment or inability of the investee to sustain an earnings capacity which would justify the carrying amount of the investment.

+ References

Reference 1: http://www.xbrl.org/2003/role/presentationRef

-Publisher FASB

-Name Accounting Standards Codification

-Topic 325

-SubTopic 20

-Section 50

-Paragraph 1

-URI http://asc.fasb.org/extlink&oid=6872867&loc=d3e40691-111596

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The amount of excise and sales taxes included in sales and revenues, which are then deducted as a cost of sales. Includes excise taxes, which are applied to specific types of transactions or items (such as gasoline or alcohol); and sales, use and value added taxes, which are applied to a broad class of revenue-producing transactions involving a wide range of goods and services.

+ References

Reference 1: http://www.xbrl.org/2003/role/presentationRef

-Publisher FASB

-Name Accounting Standards Codification

-Topic 225

-SubTopic 10

-Section S99

-Paragraph 2

-Subparagraph (SX 210.5-03.1)

-URI http://asc.fasb.org/extlink&oid=26872669&loc=d3e20235-122688

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-Publisher SEC

-Name Regulation S-X (SX)

-Number 210

-Section 03

-Paragraph 1

-Article 5

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-Publisher FASB

-Name Accounting Standards Codification

-Topic 605

-SubTopic 45

-Section 50

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The amount of impairment loss recognized in the period resulting from the write-down of the carrying amount of an intangible asset (excluding goodwill) to fair value.

+ References

Reference 1: http://www.xbrl.org/2003/role/presentationRef

-Publisher FASB

-Name Accounting Standards Codification

-Topic 230

-SubTopic 10

-Section 45

-Paragraph 28

-Subparagraph (b)

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-Name Accounting Standards Codification

-Topic 350

-SubTopic 30

-Section 50

-Paragraph 3

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- Definition

Number of reporting units tested for impairment of goodwill. A reporting unit is an operating segment or one level below an operating segment.

+ References

Reference 1: http://www.xbrl.org/2003/role/presentationRef

-Publisher FASB

-Name Accounting Standards Codification

-Glossary Reporting Unit

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The total amount of other operating income, the components of which are not separately disclosed on the income statement, from items that are associated with the entity's normal revenue producing operation.

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