Study On Outdoor Advertisement Setting Planning Of Modern Commercial Pedestrian Street ——Take Huaqiangbei Commercial Street In Shenzhen As An Example

The improvement of consumption level in modern society promotes the rapid development of outdoor advertising in commercial streets.As urban "ornaments",outdoor advertising has entered people’s life,but it is a double-edged sword for the modern commercial street environment.Improper setting methods and low design level have a negative impact on the environmental quality of commercial street and destroy the construction of urban style and characteristics and urban image.It is urgent to standardize and guide,Therefore,the research on the outdoor advertising setting planning of commercial street has practical necessity and urgency.Taking the outdoor advertising of modern commercial street as the research object,using the methods of literature research,field investigation,case study and empirical research,this paper systematically expounds the theoretical basis and relevant practice at home and abroad of the research on the outdoor advertising setting planning of modern commercial street,explores the construction of the content and method system of the outdoor advertising setting planning of modern commercial street,and carries out empirical research.（1）Using the literature research method,this paper combs the research on the development and setting planning of outdoor advertising in modern commercial street,understands the research status,and establishes the ideas and methods of this paper.（2）Visit the commercial street and summarize the current situation of outdoor advertising setting and planning of commercial street,which is mainly reflected in the lack of macro target guidance,unreasonable layout,improper setting form,lack of creativity,lack of vitality and lack of index control.（3）build the planning idea of outdoor advertising setting of modern commercial street through relevant case studies at home and abroad.（4）This paper analyzes the development trend of outdoor advertising in commercial street,summarizes the six principles of outdoor advertising setting planning,and puts forward the planning contents of clarifying the planning objectives,reasonable zoning layout,guiding the setting types,delimiting quantitative indicators and strengthening the planning management under the guidance of the principles.Drawing on relevant cases and research results,this paper puts forward the planning method of outdoor advertising setting in commercial street,that is,multi angle analysis and determination Planning objectives,delimit the zoning layout under the guidance of objectives,put forward requirements for different zoning,guide the setting types of modern commercial outdoor advertising,and put forward specific quantitative indicators for control and management suggestions.（5）Taking the outdoor advertising setting planning of Huaqiangbei commercial street in Shenzhen as an example,this paper verifies the rationality of the outdoor advertising setting planning content of modern commercial street and the operability of the planning method.This research has guiding significance for the research and practice of outdoor advertising setting planning of modern commercial street.Figure 76 table 14 reference 51...