The Government Regulation Of Outdoor Public Advertisements In Y City Of Zhejiang Province

Forty years of reform and opening up,China's market economy has developed rapidly.However,the relationship of social interests has become complicated.To a certain extent,negative phenomena such as the hero of money,the fall of moral bottom line,the misconduct of moral behavior,and the indifference of citizens 'consciousness have intensified.Outdoor public service advertising is an important medium to guide citizens to remodel spiritual civilization,and it is also the power of the government to publicize and educate the masses.In response to the current moral decline,improving citizens 'moral quality has become an indispensable responsibility of the government and a goal of the service government.At present,there are problems in outdoor public service advertisements in Y City,Zhejiang Province,such as the unreasonable distribution of outdoor public service advertisements,the encroachment of commercial advertisements on outdoor public service advertisements,the unreasonable marketing operation,and the low level of creation of outdoor public service advertisements.The fundamental reason for this phenomenon is that there are problems in government supervision: the government's supervision system is not perfect,the interests of the departments are different,the coordination is not enough,the government is misplaced in understanding,and there is an imperfect existence in law.Leading to the existence of long supervision in government supervision,the existence of heavy approval and light supervision in management,and the existence of a single source of funds are all factors that have not been steadily and continuously developed in outdoor public service advertisements.This paper tries to combine the knowledge of public management,advertising,market management and so on with the theory of service-oriented government theory and social responsibility theory from the perspective of strengthening government supervision.In order to change the current model of outdoor public service advertisements being run by the government itself,to cooperate with social organizations,enterprises and other parties,the government has changed the model of full-time supervision,and has created a good environment for the development of outdoor public service advertisements.It provides a good development platform for outdoor public service advertisements,promotes the development of urban outdoor public service advertisements,and raises the moral level of the public.Based on the actual situation of outdoor public service advertisement and government supervision in Y City of Zhejiang Province,this paper puts forward some shallow views and puts forward the establishment of the government's overall management organization to eliminate the disadvantages of long supervision.Strengthen the supervisory responsibility of functional departments and strengthen the supervision of outdoor public service advertisements before and after the event;We will strengthen guidance for industry self-management,emphasize that social organizations and enterprises promote each other's development,and the government formulate policies to guide the work.Reclaim government function position,strengthen industry self-discipline;We will expand funds for the development of outdoor public service advertisements,and promote enterprises to invest funds spontaneously by means of tax incentives and policy support.We will improve laws and regulations on outdoor public service advertisements and formulate punishment standards.Hope that through their own research,for the good development of outdoor public service advertising to provide certain theoretical advice.