Study On The Urban Outdoor Advertising Management

As an ancient and modern advertising form,outdoor advertising has been in the course of human history and has become an indispensable part of people's life.As the urbanization process develops,outdoor advertising is becoming more and more irreplaceable in beautifying City appearance,promoting city image and demonstrating economic prosperity.However,there are many problems in the management of outdoor advertisement,such as lack of comprehensive supervision and unsatisfactory management effect.As a result,how to standardize the management of urban outdoor advertising has become a problem worthy of discussion.Hangzhou Xiaoshan District is in the "Post G20 Summit,Prior Asian Olympic Games" period,therefore,standardizing the outdoor advertisement management,promoting the urban development pattern,beautifying the whole image of the city are crucial to the development of Xiaoshan.This article found many existing problems of urban outdoor advertising of Xiaoshan by analyzing present management situation,record & approval present situation,law enforcement present situation.Examples of problems are: the lack of comprehensive review in record & approval procedure;the lack of comprehensive supervision in follow-up management;the management loopholes in the newly established filing process;non-ideal management effect;and the monopoly of government management.The article then explained main reasons behind these problems: legislative imperfections;unclear responsibilities;lack of unified planning;and lack of daily and public supervision.Finally,the article proposed guidance such as improve the laws and regulations;establish good long-term planning;confirm the main management body;strengthen day-to-day supervision;and introduce public supervision.Therefore,the article can be used as a future guidance of outdoor advertising management.