我国户外广告市场管理的研究综述.docVIP

我国户外广告市场管理的研究综述 公共事业管理专业学生 朱慧恺 指导教师 李明 摘要：需求与供给构成了市场的存在。户外广告市场的蓬勃发展，有效地沟通了生产和消费，把生产者与社会相联系，为促进企业参与市场竞争，提高经济效益，推动社会主义经济发展起到了积极作用。在广告活动中，正是由于存在政府的监督和管理，有支付能力的广告主对广告商品的需求等环节的共同运作，以及社会对户外广告市场的反应接受，才使户外广告市场生存发展，成为有机的统一体。但是广告市场并非十全十美，令人满意，形形色色的广告公司、经营者、广告主以及权力的参与，还有虚假广告不断给消费者、社会带来较大的影响和损失，甚至起到消极作用，影响到广告市场的健康发展，影响到企业和经济的发展。这时政府的管理就职能发挥了巨大的作用。这些问题需要通过我们的进一步研究完善。本文从户外广告市场的概念、特点、户外广告市场的管理以及其在我国社会发展中的作用、存在问题和发展思路等方面对有关文献进行了综述。 关键词:户外广告，广告市场；广告管理；媒体；传播效果 Chinas Outdoor Advertising Market and Management Summary Student majoring in public administration ZHU Huikai Tutor LI Ming Abstract：Demand and supply posed a market presence. Outdoor advertising market booming development, effective communication of production and consumption, and producers associated with the community. To promote enterprises to participate in market competition, raise economic efficiency, and promote the development of the socialist economy has played a positive role. In advertising, it is precisely because of the governments supervision and management have the ability to pay for the advertisement advertising demand for commodities such as a common link operation and the community of outdoor advertising market reaction accept only outdoor advertising market so that the survival and development as an organic entity. But the advertising market is not perfect and satisfactory, all kinds of advertising companies, operators, advertisers and the power of participation, there are constant false advertising to consumers, bringing greater social impact and losses even play a negative role, affecting the health of the advertising market development, the impact of business and economic development. Then the government on the functions of the management played a tremendous role. These issues need further through our study and perfect. This paper from the outdoor advertising market concept, features, the outdoor advertising market in the management and development of Chinas social role Problems and dev