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户外广告越来越成为引人注意的、改变人们态度乃至支配人们行为的有效工具。它不但关系着企业在参与市场竞争中的成败与否,而且还关系到整个城市的“面子”工程。户外广告以丰富多彩的形式成为城市环境构成的要素之一,是城市中不可忽略的“亮丽风景线”。户外广告作为一种城市公共资源,更是一种政府规划控制之下的市场规范行为。如何使户外广告的设置更系统、科学、有效;如何在户外广告的经济价值和社会价值之间取得平衡,实现户外广告的市场价值最大化已成为城市管理者与规划设计者的一项重要课题。本文就城市户外广告的设置规划与价值取向问题,结合对海安县的户外广告现状和规划进行了一些探索性研究,以求实现城市户外广告在整体规划的前提下得以更好的良性发展。
Outdoor advertising is increasingly becoming an attractive tool to change people’s attitudes and even their behavior. It is not only related to the success or failure of enterprises in participating in market competition, but also related to the “face ” project of the entire city. Outdoor advertising in a colorful form of the elements of the city environment is one of the city can not be ignored “Beautiful scenery ”. Outdoor advertising as a city public resources, but also a market regulation under the control of government planning behavior. How to make the setting of outdoor advertisements more systematic, scientific and effective; how to balance the economic value and social value of outdoor advertisements and how to maximize the market value of outdoor advertisements has become an important issue for urban managers and planners . In this paper, the city outdoor advertising planning and value-setting issues, combined with the current situation and planning of outdoor advertising in Hai’an County, some exploratory research, in order to achieve the city’s outdoor advertising in the overall planning of the premise to be better and sound development.