Outdoor Advertising Communication Strategy Research In The View Of Regional Communication

Outdoor advertising, has a long history with the city's growth and the development of commodity economy.Accompanied by the increasingly fierce competition of outdoor media, people's attention was gradually differentiation. In addition,"suit" phenomenon exsits seriously within the creation of outdoor advertising from content to form,no fully consideration of the cultural differences.So that outdoor advertising couldnot get enough spread and reflect city features.This paper, from the perspective of regional communication with regional culture as the breakthrough point, is full consideration of outdoor advertisement's artistic quality, using literature research, case analysis, comparison research method, to solve the existing problems of outdoor advertising, and to promote the localization of outdoor advertising creative, characterization, persistent development. Focusing on regional communication of outdoor advertising's communication strategy research, combined with the present situation of regional communication of outdoor advertising, must consider the environment factors and the existing problems in the spreading area, establish communication, regional marketing and regional cultural point of view, the paper based outdoor advertising area marketing strategy. So as to provide effective area communication strategy, rectify incorrect ideas of some outdoor publishers, provide feasible operation Suggestions to promote the audience to outdoor advertising for advertiser and media agency , and then formate the reputation of city brand effect, make the outdoor advertising creation and put into good channel. This view fills the blank in the research of outdoor advertising communication strategy under regional communication, but also provides new ideas and methods to study other media marketing communication strategy.The outdoor advertising itself, it first should rely on the regional cultural and implement the region's outdoor advertising communication strategies to achieve marketable.At the same time it should be dare to surmount regional limits.In the dissemination of content,it should make local and nonlocal characteristics into consideration.Meanwhile,in the dissemination of style, we should consider a wide range of outdoor communication, but also the difference of the audience, while the spread of localized content based on the form marked "brand." Based on the spread between the two concepts is based on the region, inclusive of outdoor characteristics of communication strategy.In short, the overall market is always the economic, cultural and other factors divided into several regions.But markets in different regions, their market characteristics, market capacity and market access ways are different. Therefore, outdoor advertising shall make regional culture as the the source of spread content, the theme and the style. Try to make the regional communication process and the effect compatible with the regional cultural characteristics, to focus on outdoor media used in combination, continue to improve audience access to outdoor advertising opportunities. Outdoor advertising should focus on differences in the regional market and adopt a different style as well as mode of transmission, thus gain more market share,achieve the desired brand and effectively enhance the public image of the city.