An Exploratory Study On The Establishment Of A Public Auction Bidding System For Outdoor Advertising In Shanghai

The Outdoor Advertisement Public Position Auction and Tender Regulation is to give the permission of outdoor advertisement by open bidding.It is important to change government administrative function in order to standardize management of outdoor advertisement and stimulate market vitality.This study is based on investigation of outdoor advertisement public position in Shanghai,by analyzing of reference articles,studying cases and making analysis of differences,to develop details of Outdoor Advertisement Public Position Auction and Tender Regulation,from 4 aspects of client,auctor,objects and related specification.During study it is found that because the local government related administrative departments are both outdoor advertisement settings managers and public position outdoor advertising facilities operators,property rights of outdoor advertising public position are dispersed,the government regulation inertia and other reasons,resulting in conflict dilemma of administrative role and responsibility during payment of outdoor advertising public position,difficulty of regulatory mechanism and difficulty of social participation,and so on.On the basis of comparative research and present situation analysis,this study puts forward a suggestion of constructing the public auction and tender system of outdoor advertisement in Shanghai.Firstly,according to actual situation of outdoor advertising public position,this study puts forward a comprehensive standard for transfer of public positions through the concept of multi-rail management.That is,"Auction and Tender Management Regulation" is applicable to all public positions,but auction bidding organizations and income management should be implemented by different systems.Secondly,the outdoor advertisement administrative department should not be the sole client.If the public position is not transferred,Greenland Administrative department or Municipal Highway Administrative department shall organize auction bidding.If the public position is under the management of state-owned enterprise,the state-owned enterprise shall organize auction bidding.Thirdly,in the aspect of legal norms,it is suggested to strengthen management of user fee,to clarify administrative licensing condition,to select reasonable and suitable method,to improve supportive and monitoring mechanism.Finally from configuration mechanism,it is suggested to complete procedure design by strengthening usage cost management,clarifying administrative permission requirement,ensuring implementation of control by regulation,selecting reasonable handover method,making refinement of relief rule and reinforcing monitoring method.