高速公路户外媒体资源开发研究
发布时间：2018-11-03 16:22
【摘要】： 在信息经济时代,高速公路户外媒体是社会信息流的高速通道,有着树立形象、打造品牌、传播文化、塑造景观等重要功能,对其资源的研究、开发、利用和保护,对加强高速公路户外广告设计与设置的规范化管理,改善与优化公路空间形象,提高道路环境品质,充实并完善高速公路规划建设理论体系,有着重要的现实意义和深远的历史意义。 本文以山东高速公路户外广告设置中存在的诸如资源的有限与有价,区位的选择与评估,广告的继承与创新等为主要内容,以济莱高速媒体资源开发规划过程中出现的突出问题为切入点,运用广告学、设计学、传播学以及地理学中的区位学等理论,采取了现场调查,实地勘测,时段取样,因素比对等方法,围绕着产权的明晰,区位的优化,设计的创新等几个主要方面,分析了高速公路户外告设置与其各项制约因素之间的关系。同时,以《济莱高速媒体资源开发规划》为例,探索并提出了高速公路户外广告设置的规划设计框架和具体工作流程。 论文以高速公路媒体资源的合理开发作为研究对象,以案例分析为依据,从个别到一般、从微观到宏观,从具象到抽象,逐步分析、归纳、总结,使研究结果具有一定的理论指导意义和实际应用价值。全文主要从五个方面展开论述:首先介绍本课题的研究价值、研究目的以及研究现状;接着对高速公路户外广告的概念、特点、作用以及功能进行了简要概括,指出高速公路户外广告除了具有户外广告的一切功能(信息传播功能、经济功能、文化功能、社会化功能)外,还具有造景功能以及地域识别功能等其它广告形式所不具有的独特功能,在此基础上分析了目前我省在高速公路户外广告经营管理方面存在的问题并对其成因进行剖析;文章的第三部分对高速公路户外广告区位论和“DIS”分区规划理念进行了全面系统的研究,提出了高速公路户外广告的点位布局策略模型并将此模型应用于实际案例,为济莱高速公路制定出较为合理的广告区位划分和分区布点方案。在文章的第四部分,笔者通过《济莱高速媒体资源开发规划》这一规划案例,对制定高速公路媒体资源开发规划的具体方法、工作流程及技术路线进行了系统的研究和介绍,以期为其它高速公路媒体规划的制定提供一点启发性的成果;文章的最后部分是对高速公路户外广告未来发展的展望,包括对高速公路媒体资源可持续发展战略的研究和对高速公路广告创新问题的探索,力求使受众在欣赏和愉悦中接受广告信息,达到追求经济效益和社会效益的双重诉求目的。
[Abstract]:In the age of information economy, the highway outdoor media is the high speed passage of social information flow. It has the important functions of establishing image, building brand, spreading culture, shaping landscape and so on. To strengthen the standardized management of the design and setting of outdoor advertisement of expressway, to improve and optimize the image of highway space, to improve the quality of road environment, to enrich and perfect the theoretical system of highway planning and construction. Has the important realistic significance and the profound historical significance. The main contents of this paper are the limited and valuable resources, the selection and evaluation of location, the inheritance and innovation of advertisements, etc. Taking the prominent problems in the development and planning of Jilai high speed media resources as the starting point, and applying the theories of advertising, design, communication and geography, the author adopts field investigation, field survey, time sampling, etc. This paper analyzes the relationship between the setting of outdoor report of expressway and its restrictive factors by means of factor comparison and so on, focusing on the clarity of property right, the optimization of location, the innovation of design, and so on. At the same time, taking "Jilai High Speed Media Resource Development Planning" as an example, this paper explores and puts forward the planning and design framework and concrete work flow of outdoor advertisement setting on expressway. This paper takes the reasonable development of highway media resources as the research object, based on the case analysis, from individual to general, from micro to macro, from concrete to abstract, step by step analysis, induction, summary. So that the research results have a certain theoretical significance and practical application value. The thesis is mainly discussed from five aspects: firstly, it introduces the research value, the purpose and the present situation of the research; Secondly, the concept, characteristics, functions and functions of expressway outdoor advertising are briefly summarized, and it is pointed out that highway outdoor advertising has all the functions of outdoor advertising (information dissemination function, economic function, cultural function, etc.) In addition to social functions, they also have unique functions that other advertising forms, such as landscaping and regional recognition, do not. On this basis, this paper analyzes the problems existing in the management of outdoor advertising on highway in our province and analyzes the causes of the problems. In the third part of this paper, the location theory of expressway outdoor advertisement and the concept of "DIS" zoning planning are systematically studied, and the point layout strategy model of expressway outdoor advertisement is put forward and applied to practical cases. For Jilai Expressway to formulate a more reasonable advertising location division and zoning plan. In the fourth part of the article, the author makes a systematic study and introduction of the concrete method, workflow and technical route of the expressway media resource development planning through the planning case of "Jilai High Speed Media Resource Development Plan". With a view to other highway media planning to provide some enlightening results; The last part of the article is the prospect of the future development of highway outdoor advertising, including the study of the sustainable development strategy of highway media resources and the exploration of highway advertising innovation. In order to make the audience accept advertising information in appreciation and pleasure, the dual purpose of pursuing economic and social benefits is achieved.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
[Abstract]:In the age of information economy, the highway outdoor media is the high speed passage of social information flow. It has the important functions of establishing image, building brand, spreading culture, shaping landscape and so on. To strengthen the standardized management of the design and setting of outdoor advertisement of expressway, to improve and optimize the image of highway space, to improve the quality of road environment, to enrich and perfect the theoretical system of highway planning and construction. Has the important realistic significance and the profound historical significance. The main contents of this paper are the limited and valuable resources, the selection and evaluation of location, the inheritance and innovation of advertisements, etc. Taking the prominent problems in the development and planning of Jilai high speed media resources as the starting point, and applying the theories of advertising, design, communication and geography, the author adopts field investigation, field survey, time sampling, etc. This paper analyzes the relationship between the setting of outdoor report of expressway and its restrictive factors by means of factor comparison and so on, focusing on the clarity of property right, the optimization of location, the innovation of design, and so on. At the same time, taking "Jilai High Speed Media Resource Development Planning" as an example, this paper explores and puts forward the planning and design framework and concrete work flow of outdoor advertisement setting on expressway. This paper takes the reasonable development of highway media resources as the research object, based on the case analysis, from individual to general, from micro to macro, from concrete to abstract, step by step analysis, induction, summary. So that the research results have a certain theoretical significance and practical application value. The thesis is mainly discussed from five aspects: firstly, it introduces the research value, the purpose and the present situation of the research; Secondly, the concept, characteristics, functions and functions of expressway outdoor advertising are briefly summarized, and it is pointed out that highway outdoor advertising has all the functions of outdoor advertising (information dissemination function, economic function, cultural function, etc.) In addition to social functions, they also have unique functions that other advertising forms, such as landscaping and regional recognition, do not. On this basis, this paper analyzes the problems existing in the management of outdoor advertising on highway in our province and analyzes the causes of the problems. In the third part of this paper, the location theory of expressway outdoor advertisement and the concept of "DIS" zoning planning are systematically studied, and the point layout strategy model of expressway outdoor advertisement is put forward and applied to practical cases. For Jilai Expressway to formulate a more reasonable advertising location division and zoning plan. In the fourth part of the article, the author makes a systematic study and introduction of the concrete method, workflow and technical route of the expressway media resource development planning through the planning case of "Jilai High Speed Media Resource Development Plan". With a view to other highway media planning to provide some enlightening results; The last part of the article is the prospect of the future development of highway outdoor advertising, including the study of the sustainable development strategy of highway media resources and the exploration of highway advertising innovation. In order to make the audience accept advertising information in appreciation and pleasure, the dual purpose of pursuing economic and social benefits is achieved.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前2条
1 梁R加，
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