The Strategy Of Outdoor Advertisement Administration

With the rapid economic development , the development of Outdoor Advertisement (OD) in China now become blooming. However, there are many problems appear in this brand new industry: No effective administrative system existing; Laws are lag of the times; Faulties existing in governmental administration. Self-discipline is not enough; the supervision for outdoor advertisement from social media is not powerful,etc. All of these now become the choke points for further development of outdoor advertisement.Chinese outdoor industry has already faced direct international competition now, but the faulties exsiting in outdoor advertisement administration must be the crucial limit for high speed development of our outdoor advertisement industry. This situation is obviously can not keep step to the request of market economy, also can not make proper response to the challenges and strikings from overseas companies and other mature knowledge economy. So to regulate the outdoor advertisement administration is a must now.Strengthening the administration of the outdoor advertisement, regulating the outdoor advertisement market now becomes a big and practical task.Therefore, this paper firstly identifies the definition and features of outdoor advertisement, overviews the current situation of outdoor development in China and foreign countries. Then, we analyze the obstacles of outdoor advertisement management in detail. From the view of government, we present how to regulate legal establishment and improve governmental actions; transition of the roles of government and clear the trains of thoughts for outdoor advertisement administration; expound the the role which the guild should play and the effect it should take for realising the self-administration of outdoor advertisement; at the same time, analyze the effects which cultural criticism taking in outdoor advertisement administration. Finally we have the conclusion: The right and proper administrative measures which could make the outdoor advertisement develops harmoniously should be: regulations from laws and regulations; transiton of governmental fuctions, realization of industry guild self-discipline and the cultural criticism on outdoor advertisement.