Study On Advertising And Landscape Planning About Commercial Real Estate In Downtown Fuzhou

In the context of the intensive commercial competition, it is unavoidable that the landscape of the commercial real estate has the significant competiveness as the advertisement has never been separated from the commercial activities. Acting as the representative of the urban commercial culture, the outdoor advertisement holds up a more importation position in the space of the landscape of commercial real estate. Therefore, it is an important approach to take the outdoor advertisement as the factor influencing the customer behaviors and the spatial atmosphere into account in the overall planning and designing of the landscape of commercial real estate in order to create the unique spatial charm of the real estate, expand the urban expressive force and purify the urban landscape, which is also necessary for promoting the urban economic development and building the harmonious society.This Paper deals with the study on the commercial real estate advertisement and the landscape planning and designing in such diverse perspectives as the aesthetics of advertisement, psychology and behavior of customers and commercial spatial landscape environment, etc., and the systematic analysis of the intentions of the outdoor advertisement and the landscape designing of the commercial real estate, based on which, the landscape characteristics in the cultural, artistic and epochal sense of the outdoor advertisement have been put forward. Meanwhile, the summary analysis has been performed on the links and influences between the outdoor advertisement and the environmental factors that may influence the commercial real estate landscape like commercial building&street, plants&virescence, public artworks and activities&programs, etc., on the basis of understanding and application of the advertisement aesthetics by means of in-situ investigation, documentation analysis, interdisciplinary cases and practices, etc. This Paper puts forward some problems existing in the landscape design of the commercial real estate, as well as the design thoughts and measures. This Paper also discusses at the end the methods and directions of the advertisement and landscape planning and designing of the commercial real estate in Fuzhou City by combining with the field investigation and documentary analysis with the three types of commercial estate of the typical pedestrian malls, independent large shopping centers and large closed malls in Fuzhou City as the example and verifies the study result with the practices.The contents of the Paper include the study on the advertisement and landscape design of the commercial real estate on the basis of psychological and behavioral analysis for the target consumers, the people in the space of commercial real estate is divided into three categories of would-be consumers, potential consumers and non-consumers. The Paper stresses the influence of the outdoor advertisement on the experience psychology and shopping behaviors of the consumers as well as the elaboration of the relations among the people, the outdoor advertisement and the landscape design in the spatial environment of the commercial real estate in urban areas, which is the study emphasis and innovation of the Paper.In addition, the study contents also focus on the concept that the ideal advertisement and landscape design of the commercial real estate shall pay attention to introducing the landscape awareness, which is a primary beneficial exploration on how the spatial environmental design of the commercial real estate satisfies the demands of the modern consumers for entertainment, experience and joy from different aspects of the consciousness of humanity, dimensional awareness, overall awareness and ecological awareness, etc. It remedies the disadvantages of the past studies that fail to deeply explore the harmonious combination of the outdoor advertisement of the commercial real estate with other landscape factors and its influence on the atmosphere of the commercial space. The study results play a pragmatic role to some extent in promoting the advertisement and the landscape design of the commercial real estate in cities and their future development, enhancing the communicating effect of the outdoor advertisement, creating the good spatial atmosphere of the commercial real estate and increasing the standardized management of the overall environmental design of the city.