| At present,with the rapid development of Chinese economy and society and the rapid progress of urbanization,large-scale outdoor advertising in the city also developed with the progress of The Times.And it has played a positive role in the rapid development of urban economy and the effective improvement of urban environment image.In spite of this,compared with other developed countries,the management of large-scale outdoor advertising in Chinese cities is not mature enough,and there are still outstanding problems such as unreasonable planning,uncoordinated between content and form,which need to be further studied and discussed.In this regard,this paper takes the large-scale outdoor advertising management in District D of Y City,Jiangsu Province as the research object,defines the relevant concepts of large-scale outdoor advertising management,and puts forward the relevant theoretical basis.Through the investigation and research on the management status quo of large-scale outdoor advertising in District D of Y City,Jiangsu Province,this paper analyzes many problems existing in the management of large-scale outdoor advertising in District D of Y City,such as unclear regulatory subject,lax content audit control,lack of process supervision of large-scale outdoor advertising,lack of executive power of supervisory personnel,and lack of collaborative governance effectiveness.And from the definition of management functions,outdoor advertising overall planning,outdoor advertising supervision and management,supervision personnel professional level,the role of industry associations,internal and external supervision coordination and communication and other aspects of the causes of the problem.On this basis,the paper puts forward the corresponding countermeasures from five dimensions,including clarifying the supervision function and building a clear management organization system;Improve the audit,promote the standardization of large-scale outdoor advertising content;Pay attention to personnel training,improve the professional level of management personnel;Improve law enforcement and construct a sound management behavior supervision system;Encourage public participation and comprehensively improve the ability of public collaborative governance,in order to improve the management system of large-scale outdoor advertising in this area,play the role and value of large-scale outdoor advertising,and further promote the continuous improvement of the overall environment and the rapid development of social economy in District D of Y City,Jiangsu Province.As a prefecture-level city under the jurisdiction of Jiangsu Province with rapid economic development,Y City in Jiangsu Province is also a city in the central area of the Yangtze River Delta.The management of large-scale outdoor advertising in its central city--District D has certain universality and representation.The management status and existing problems of large-scale outdoor advertising in District D of Y City in Jiangsu Province are analyzed.It can provide reference for discussing the management of large-scale outdoor advertising in other domestic cities,and provide some reference for how to better manage large-scale outdoor advertising in the future,so as to improve the overall image of the city,display the cultural connotation of the city,and promote the coordinated development of the city. |
