Study On Facade Advertising Setting Of Urban Commercial Complex Base Urban Catalyst Theory

With the rapid economic growth,the process of urbanization in China is also accelerating.A large number of small cities and rural populations continue to concentrate in central cities,leading to continuous expansion of the scale of central cities.Therefore,there are more and more urban commercial complexes in some densely populated areas and commercial clusters.With the agglomeration of commercial formats of urban commercial complexes and the need for commercial information transmission,the demand for facade advertising of urban commercial complexes is also increasing.On the one hand,these facade advertisements convey commercial information for urban commercial complexes and bring considerable economic benefits.On the other hand,because these facade advertisements do not consider the setting of commercial media in the facade design,they inevitably contribute to the urban commercial complex.The body has brought a devastating impact and damaged its commercial vitality.The main problems are as follows: the location and angle of facade advertisement are inconsistent with the flow line of pedestrian traffic organization,the requirements of commercial service are not reflected,the layout and quality of commercial formats are not reflected,the appropriate identification function is not reflected,the spatial nodes of urban commercial complex are not highlighted,and the design catalyst is lack to enrich the architectural form.This thesis takes the urban commercial complex facades and facade advertising settings as the research objects,based on the urban catalyst theory,and selects Chengdu Joy City,Chengdu Seaside City,and Chengdu 339 as actual research objects.First,take the facade advertising settings of Chengdu Joy City and Chengdu Seaside City as the objects of field research,analyze the main catalyst factors of facade advertising settings,and construct the relevant catalyst response framework.Secondly,use the Chengdu 339 facade advertising transformation project as a case practice facade Advertising set up catalyst strategy.Finally,a catalyst strategy is proposed to improve the visual space quality of the facade advertising of commercial complexes and stimulate its commercial vitality through the setting of facade advertising.This thesis first sorts out the research objects,discusses the relationship and function of the facades of urban commercial complexes and facade advertising settings,and briefly explains the urban catalyst theory,system theory,and street aesthetic concepts used in this thesis.Then,it discusses the characteristics of urban commercial complex facade advertising settings and the environmental factors of catalyst factors,from functional requirements elements-pedestrian traffic organization functional elements,business service functional elements,business aggregation functional elements,identification functional elements-and public landscape Perspective elements—node control landscape elements,architectural morphological landscape elements,commercial atmosphere landscape elements,urban cultural landscape elements—expand to discuss the characteristics of the catalyst factors related to the facade advertising of urban commercial complexes and the catalyst design methods of the facade advertising visual space.Then,expand from the horizontal and vertical directions.In the horizontal dimension,the PLPS field survey method was used to conduct field surveys and questionnaire surveys on Chengdu Joy City and Haibin City,analyze and summarize their existing problems,consumer preferences and suggestions,and use this as a catalyst to focus on finding cities The fa(?)ade advertisements of commercial complexes set up relevant catalyst factors.In the vertical dimension,through the analysis of the excellent cases of Chengdu Taikoo Li and Chengdu IFS,the rationality of the catalyst framework construction is verified,and other potential catalyst factors are found,and then a complete urban commercial complex facade advertisement is constructed based on these catalyst factors The catalyst reaction framework is set up,and the catalyst strategy for general facade advertising is obtained by analyzing the relevant catalyst reaction process.Finally,in the practice of the Chengdu 339 facade advertising transformation project,the use of urban commercial complex facade advertising to set up a catalyst strategy to analyze the problems of Chengdu 339 facade advertising.Find out the appropriate catalyst factors,construct a reasonable catalyst framework,analyze the entire catalyst reaction process,and propose a catalyst scheme to improve the visual space quality of Chengdu 339 facade advertising and to stimulate the vitality of Chengdu 339’s business.