Urban Outdoor Advertising Management Research Under Public Space Resources Ownership

Since2006, many parts of China have published Outdoor Advertising New Policy, which is to demolish any unauthorized outdoor advertisements compulsively and re-arrange overall scientific installation. Then local government organizes the auction for facilities of outdoor advertising exclusively through marketing operation model. The auctions proceeds will be used for public instruction. Nowadays, Outdoor Advertising New Policy is concerned by more and more people, and legitimacy of this new policy is questioned, especially including non-public sites’ outdoor advertisements into this deal is most controversial, because people think the government is contending them for profit.Because our nation does not have a clearly defined scope and ownership law for public sites resource, this thesis aims to defines rights belongingness of public sites resource in the legal nature through literature research, comparison research and theoretical analysis, which means public sites resources is a kind of state resources. Based on problems in WUXI urban outdoor advertisement management, this article will put forward a new idea to manage outdoor advertisements. Through applying conception of city management and outdoor advertising scientific installation planning to create a fair and open market environment, optimize the outdoor advertisement resource allocation, standardize outdoor advertising installation, provide construction funds for urban development and reduce the rent-seeking during the outdoor advertising management. Hope this article can be used as references for other cities’outdoor advertising management.