广告学专业成都户外广告现状及创新策略.docVIP

浅析成都户外广告现状及创新策略 广告学专业 学生** 指导教师 *** 摘 要：户外广告的投放量目前已仅次于电视、报纸两大媒体广告,排名第三,这有理由让我们引起足够的重视,对其进行深入研究。成都市是西部城市的代表,是西南最繁华的城市,其 户外广告不论媒体形式还是经营模式都有着较高的水平，足以代表整个西南地区。该文对成都户外广告的基本形式、广告公司的经营状况、近年来取得的一些创新成果，以及在整个发展过程中遇到的一些问题进行了深入的分析。户外广告行业与城市规划政策有密切关系，文章特别阐述了成都市法规制定对户外广告的影响。研究过程中运用的调查方法有实地调查、询问、网络调查等，并运用了以往的一些问卷调查数据。在发现问题的基础上，提出了一些更有利于户外广告可持续发展的建议。 关键词： 成都市；户外广告；媒体形式；资源整合；城市规划 Abstract： Outdoor advertising has the third largest amount of brocasting ads, just followed two traditional media： television and newspaper which we have reason to pay sufficient attention to this phenomenon and do in-depth research. Chengdu, the most prosperous city in the Southwest of China, is the representative of the western city. And the development of its outdoor advertising can represent the development of standards of the entire the southwestern region. Its outdoor advertising has a higher level of operation model and forms of media .The article conducted in-depth analysis on the basic mode of outdoor advertising, the operating conditions of advertising company, the innovative achievements in recent years, and some problems encountered in the whole development process. Outdoor advertising industry is closely related to urban planning policies and the article especially study the impact of Chengdu’s regulations on outdoor advertising. During the whole process, the survey methodology includes field survey, interview, network survey and some datas based on previous questionnaire. On the basis of identifying problems, the article offers some advice which helps the sustainable development of outdoor advertising. Key words：Chengdu；Outdoor advertising；Media mode；Resource integration；Town planning 目 录 绪论 ………………………………………………………………………………4 一、成都户外广告发展现状 …………………………………………………………4 （一）成都户外广告发展概述………………………………………………………………5 （二）成都户外广告经营状况………………………………………………………………6 （三）成都户外广告要素分析………………………………………………………………6 1.成都户外广告分布……………………………………………………………………7 2.成都户外广告媒体主要形式…………………………………………………………7 3.成都户外广告接触度分析………