Study On The Problems And Countermeasures Of Outdoor Advertising Management In Yucheng District,Ya’an

Some outdoor advertisements do not beautify the image of the city,but destroy the appearance of the city,and even have a negative impact on the life safety of citizens.At present,most of the research on outdoor advertising management at home and abroad starts in large and medium-sized cities,and this paper takes Yucheng District of Ya’an City as an example,and proposes countermeasures for outdoor advertising management in small cities by looking for a series of operable supervision and management and comprehensive law enforcement measures.This paper is mainly based on governance theory and externality theory,and uses literature review method,questionnaire analysis method and interview method to conduct research.Firstly,drawing on relevant experience at home and abroad,through field observation and questionnaire survey,the real situation of outdoor advertising in Yucheng District is investigated,and the current situation of outdoor advertising setting,approval and supervision is descriptively analyzed.Secondly,combined with the form of online and offline interviews,this paper summarizes the problems of chaotic setting of outdoor advertising management objects in Yucheng District,insufficient supervision of management entities,and adverse effects on the public.Then,the main reasons for such problems are the lack of clear basis for management objects in the process of setting,the lack of normative basis for management entities in the process of supervision,and the lack of co-governance and co-management awareness of the public in the face of outdoor advertising.Finally,from the perspective of improving the quality of urban image and preventing outdoor advertising from threatening public safety,countermeasures and suggestions are put forward for different management objects.Through the empirical analysis of the existing problems of outdoor advertising management in Yucheng District,combined with theoretical research,this paper proposes that outdoor advertising management in Yucheng District should rearrange the outdoor advertising setting plan and improve the safety responsibility system.Improve the construction of laws and regulations and unify management departments;Call for social co-governance and the establishment of industry associations.It provides a certain reference for outdoor advertising management in similar cities in the future,and is of great significance to enhance the image of the city,show the urban culture,and promote the harmonious development of the city.