As A Regional Culture Medium Of Highway And Its Communication Strategy

As China’s first highway, Shanghai-Jiading Highway was build to use in1988, the Chinese highway has been in a period of rapid development, and greatly shortens the distance between the different regions, and enhances the movement of personnel, and promotes the development and prosperity of regional economic, political, cultural. Highway at the same time not only fulfills the basic functions of the "highway", but also as a carrier, a window, which spreads the region’s natural ecology, cultural and historical, customs, etc., and embodies the cultural characteristics of different regions. The highway in different regions also uses the highway as a vector, and creates different style to show the region’s unique cultural charm.The highway is a relatively new issue in regional cultural transmission, and about the theory and practice it needs to continue to explore. On the basis of previous research, this paper learns from the achievement of the research in highway dissemination, regional cultural, advertising, and uses the way of the documents retrieval, the actual studies, the case studies and other methods to bring forward and analyze the view that the highway is a media. Through the analysis of present situation of regional cultural on the highway, this paper tells the six principles that highway should follow, including integrity, heritage, typicality, visualization, diversity, coordination, etc..And this paper study on highway construction of effective dissemination of regional cultural policy from the construction of Highway regional cultural dissemination system, making a good ecological environment, strengthen the publicity coverage levels.The body of the paper contains five parts:Chapter1is the conclusion part, a statement of the research background, importance, current situation and purpose. In Chapter2, the author analyses how express highway is featured as a medium. The content of Chapter3elaborates the express highway’s function of regional culture dissemination, including its relation with express highway, its advantage and representations. In Chapter4, the author summarizes the express highway’s weaknesses in regional culture dissemination and the reasons according to the analysis of the current situation in various regions.The final chapter is a study of the regional culture dissemination strategies of express highway..