The Research On Strategy Of Outdoor Advertising Development In Changsha

City outdoor advertisement is the form of an advertisement, but ithas its particularity different from other advertising media, that is, it is inthe urban environment and has very great influence on the urbanintegrated environment as well as looks of the city. Outdooradvertisement is the vision of political civilization of a city and economicprosperity; Besides its own commercial value it also has thecharacteristics with individualization together with humane value and canrefract out the region characteristic of the city and culture characteristicaccurately, it is the mainstay of city beautified sports. So, the outdooradvertisement in the city is regarded as the important component in themodernized urban layout of buildings, being paid attention to.The full text divides into five chapters. Chapter one is theintroduction, which is the background of studying in brief illustration, thedomestic and international research current situation, purpose andmeaning of research, content and method studied, and frame of study.Chapter two from the angle of theory mainly analyzed the conceptcharacteristic of city outdoor advertisement, and its developing trend bystages, from the analysis of research object we can fend out that theoutdoor advertisement has already become a kind of key element of urbanenvironment, and it is the materialization of urban politics, economy,culture. Besides, it plays an important part in showing characteristic ofthe city region and making urban image. In chapter three, the lastingstudy is mainly used to analyze the historical evolution of outdooradvertising development in Changsha. Then, proceed with the currentsituation, questionnaire and on-the-spot investigation are adopted toanalyze the constructional actualities of outdoor advertisement inchangsha and summarize the general question about outdooradvertisement at present. Chapter four studies the main influence factorsof outdoor advertising development of Changsha from the readyconditions of changsha, including environmental factor, space patternfactor, industry's factor, resident's life factor. Chapter five is the key pointof this article, on the basis of understanding city developing direction in the future of Changsha, it tried to propose goal and guideline of outdooradvertisement development in Changsha, and then proposed someimaginations and suggestions from two angles of kind of fixing andderiding area plan, father more, it designed and analyzed linking withtypical cases.This paper regards outdoor advertisement of Changsha as theresearch object, firstly investigate and analyze the current situation andquestions of outdoor advertisement at present, then understand theinfluence factors of its development, and seek several thoughts of theoutdoor advertising development strategy of Changsha based on this.