Research On Taivuan Outdoor Advertising Development Strategy

The city of Taiyuan, as the prosperious inland city, lead to variety formand increased number of outdoor advertisement in suburb due todiversification of material needs.Large outdoor billboards and walladvertisement post seize main buildings and road space in the city.Settingoutdoor advertisement freely make disorder of the city landscape.The fromof the whole city’s outdoor advertisement is single, having many similarpictures and lacking features in different regions,failing to form specialcultural characteristics of Taiyuan.Until2007, with the beginning offocusing on constructing civilized city, city outdoor advertisement wasgradually emphasized by managers,promulgating the arrangement andmanagement methods of outdoor advertisement in Taiyuan and organizinglots of relevant qualification design units to develop planning anddevelopment work on street outdoor advertisement. From the foregoingoutdoor advertisement planning and construction,we can see that: on the onehand, the constructors gradually pay more attention to how the city outdooradvertisement effect the city image; on the other hand, there are still manytheoretical and practical problems in the future development.Therefore, this paper takes the brand strategy,strategic management asthe guidance,uses the successful experience of domestic and foreign cityoutdoor advertisement development for reference,through the questionnaireanalysis, comparative analysis and case analysis methods,based on thedomestic outdoor advertisement brand research and Taiyuan city outdooradvertising status,according to the survey results of questionnaire,drawinglessons from the domestic and foreign successful experience in thedevelopment of outdoor advertising,depending on problems of outdooradvertising in Taiyuan,stating the measures of Taiyuan outdoor advertisingdevelopment from the brand positioning,brand personality,branddevelopment strategy and other aspects.Finally, taking the Lingxian media asa case study,which is one of the top hundred outdoor advertising companiesin Shanxi, corroborating the viewpoints of this paper and submittingenlightenments to the development of Taiyuan outdoor advertising.