长沙市户外广告规划布局研究

发布时间：2018-05-01 03:10

本文选题：城市形象 + 户外广告　；参考：《湖南大学》2009年硕士论文

【摘要】： 近年来,随着城市功能的日趋完善,城市管理的日渐成熟,城市化历程的不断加快,我国各城市对其景观和环境提出了更高的要求,城市户外广告作为城市内部景观和环境的重要组成部分,在塑造城市形象,构建城市特色方面扮演着越来越重要的角色。如何合理布局城市空间中的各种广告,成为城市规划和管理部门的一项重要任务,城市户外广告布局规划也就成为了新的规划研究课题。长沙市户外广告是本文研究的对象,本文立足理论研究与实证分析相结合,围绕长沙市户外广告规划进行系统研究,文章框架共分6章。第1章为绪论,论述了城市户外广告规划研究的缘起、研究的理论基础、研究的目的和意义,应用系统分析法概括了本文的框架结构和基本内容。第2章为文献综述,研究了国内外户外广告的发展历程与发展趋势,对国内外城市户外广告规划的理论与方法、实施管理机制、法律法规、技术支撑等方面进行了比较研究。第3章界定了户外广告及其相关的几个重要的概念,以及户外广告的特点和分类,应用理性逻辑思维法研究了与城市户外广告规划相关的规划设计,使城市户外广告规划建立在科学的理论基础之上。第4章应用因子分析法,深入探讨了影响户外广告规划布局的五大因子:经济因子、社会因子、景观环境因子、功能因子和政策法规因子;并且从方法论的角度研究了户外广告总体规划和详细规划两个层次的规划方法。第5章应用实地调研法,选择具有代表性的路段和区域进行实地的调研,发现长沙户外广告的布局特征,并总结出长沙户外广告存在的主要问题包括:整体意识缺乏、区域特色偏少,密度分布欠合理、影响城市安全以及夜间效果欠佳。第6章应用理性逻辑思维法,从宏观、中观、微观三个层次对长沙使户外广告的布局提出了建议。宏观确定户外广告的总体布局结构,分类型、分区域对户外广告进行控制引导;中观上确定户外广告的重点控制地段,对城市的主要道路和节点进行规划控制;微观上从艺术性和创造性等方面对户外广告提出了设计要求。
[Abstract]:In recent years, with the improvement of urban function, the maturation of urban management and the acceleration of urbanization, Chinese cities have put forward higher requirements for their landscape and environment. As an important part of the urban interior landscape and environment, urban outdoor advertising plays a more and more important role in shaping the image of the city and constructing the characteristics of the city. How to rationally distribute all kinds of advertisements in urban space has become an important task of urban planning and management departments, and urban outdoor advertising layout planning has become a new planning research topic. Changsha outdoor advertising is the object of this paper. Based on the combination of theoretical research and empirical analysis, this paper focuses on the planning of outdoor advertising in Changsha. The framework of this paper is divided into 6 chapters. The first chapter is the introduction, which discusses the origin, the theoretical basis, the purpose and significance of the study on urban outdoor advertising planning, and summarizes the frame structure and basic content of this paper by using the system analysis method. The second chapter is a literature review, studies the development process and development trend of outdoor advertising at home and abroad, and makes a comparative study on the theories and methods of urban outdoor advertising planning, implementation management mechanism, laws and regulations, technical support and so on. Chapter 3 defines outdoor advertising and its related important concepts, as well as the characteristics and classification of outdoor advertising, and applies rational logic thinking method to study the planning and design related to urban outdoor advertising planning. So that the urban outdoor advertising planning is based on the scientific theory. Chapter 4 discusses five factors that affect the layout of outdoor advertising planning: economic factor, social factor, landscape environment factor, function factor and policy and regulation factor. And from the perspective of methodology, this paper studies the two levels of outdoor advertising overall planning and detailed planning methods. Chapter 5 applies the field research method to select representative sections and regions to carry out field research, finds out the layout characteristics of Changsha outdoor advertising, and concludes that the main problems of Changsha outdoor advertising include: lack of overall awareness. The regional characteristics are less, the density distribution is unreasonable, which affects the safety of the city and the night effect is not good. Chapter 6 puts forward some suggestions on the layout of Changsha outdoor advertisement from three levels: macroscopic, meso and microcosmic by using rational logic thinking method. Macroscopically determine the overall layout structure of outdoor advertising, divide into types and regions to control the outdoor advertising; determine the focus of outdoor advertising control areas, planning and control of the main roads and nodes of the city; The design requirements of outdoor advertising are put forward from the aspects of artistry and creativity.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【参考文献】