Research On Outdoor Advertising Management In Jining

As the most commonly used advertising method,outdoor advertising has a history of thousands of years in China,With the change of times,it no longer only bears the tasks to attract customers and conduct commercial propaganda,as the spatial carrier,it has become a very important part of the modern city,along with buildings,streets,green space,etc.,as an important element and container of cultural heritage of the city,outdoor advertising plays an indispensable role in economic prosperity,dissemination of civilization,beautifying the city and promoting employment.Outdoor advertising management is an important part of urban management,the management level has a direct impact on the living environment of the people,it also shows the overall image of the city and reflects the government’s ability to govern.Which requires the government management to strengthen the management of outdoor advertising,improve the level of outdoor advertising management,innovate ideas and methods of outdoor advertising management from the perspective of enhancing the image of the city and safeguarding the interests of the masses,to make the outdoor advertising a unique landscape.In the recent years,Jining pays high attention to outdoor adverting management,especially the last two years,Jining is committed to building “National Hygienic City” ”National Civilized City ”,the requirement of improvement of city image is quite urgent,in the aspects of settings,procedures,etc.,outdoor advertising becomes more standardized,the methods of Regulating outdoor advertising administrative license,conducting outdoor advertising renovation,and encouraging public service advertising have improved the situation of outdoor advertising management greatly.However,due to Jining’s outdoor advertising started late,also it has many left over problems by history,along with the rapid development of urbanization and economic prosperity and development,Jining’s outdoor advertising has increased greatly,which highlighted the problems existed in the management or urban outdoor advertising.Government departments are facing great challenges in outdoor adverting management,to manage outdoor advertising properly and make fully use of its ability to beautify the city and show city image becomes major issues to be solved during Jining’s development,and also its an important starting point to improve the image of the city and the city’s soft power.In this paper,through in-depth investigation about Jining’s outdoor advertizing management situation,the most outstanding problem has been profoundly analyzed,learn from advertising management of the United States,Japan and other developed countries,combined with the reality of Jining,specific comments and suggestions have been proposed to enhance the management of Jining’s outdoor adverting in the aspects of management subject,management laws and regulations,outdoor advertising planning,management method,,it hopes that as an example,Jining can provide useful reference on outdoor advertising management for other cities.