福州市区商业地产广告与景观设计研究

发布时间：2019-07-01 10:55

【摘要】：激烈的商业竞争环境下,商业地产景观不可避免的成为重要的商业竞争力,广告从来就与商业活动密不可分,户外广告作为城市商业文化的代表,在商业地产空间景观中占据着更加重要的地位。因此,将户外广告作为影响消费者行为与空间情境氛围的要素考虑进商业地产景观整体规划设计中,是塑造商业地产独特的空间魅力、扩张城市表现力和净化城市景观的重要途径,也是促进城市经济发展与构建和谐社会的必然要求。本文从广告美学、消费者心理与行为、商业空间景观环境等多角度切入研究商业地产广告与景观规划设计,系统地分析了商业地产户外广告与景观设计的意图,提炼出户外广告所具有的文化性、艺术性与时代性等景观特性。同时,运用实地调研、文献分析、学科交叉、案例实践等方法,在对广告美学的理解运用基础上,概括分析了户外广告与商业建筑与街道、植物绿化、公共艺术与小品、活动节目等影响商业地产景观环境因子之间的联系与影响,总结出商业地产广告景观设计中存在的一些问题并提出了几点设计思路与手法。最后,以福州市区具有代表性的步行商业街、独立大型购物中心和大型封闭式购物中心三种类型商业地产为例,结合实地调查和资料分析,探讨了福州市区商业地产广告与景观规划设计的方法与方向,在实践中对研究结果进行论证。本文的研究内容中提出将目标消费者的心理与行为分析作为商业地产广告与景观设计的依据,把商业地产空间中的人群分为准消费者、潜在消费者和非消费人群三类,强调户外广告对消费者的情境体验心理及购物行为的影响,并阐述了城市商业地产空间环境中人、户外广告与景观设计之间的关系。这是本论文研究的重点与创新之处。此外,研究内容中还强调了“理想的商业地产广告与景观设计要重视景观意识的导入”,从人文意识、尺度意识、整体意识、生态意识等不同层面对商业地产空间环境设计需满足现代消费者娱乐性、体验性、愉悦性等需求进行了一个初步的有益探索,弥补了以往研究中未能深入研究商业地产户外广告与其他景观要素有机结合、以及对商业空间情境氛围影响的不足。研究成果对促进城市商业地产广告与景观规划设计及未来发展、提升户外广告传播效果,营造良好的商业地产空间氛围、提高城市整体环境设计的规范化管理,都具有一定的实用意义。
[Abstract]:In the fierce commercial competitive environment, the commercial real estate landscape inevitably becomes the important commercial competitiveness, the advertisement has never been closely related to the commercial activity, the outdoor advertisement is the representative of the city commercial culture, and occupies a more important position in the commercial real estate space landscape. Therefore, it is an important way to shape the unique space charm of the commercial real estate, expand the expression of the city and purify the urban landscape, considering the outdoor advertisement as an element that influences the behavior of the consumer and the atmosphere of the space situation into consideration of the overall planning and design of the commercial real estate landscape. It is also an inevitable requirement for the development of the city economy and the construction of a harmonious society. This paper, from various angles, such as advertising aesthetics, consumer psychology and behavior, commercial space and landscape environment, study the design of commercial real estate advertisement and landscape planning, and systematically analyze the intention of commercial real estate outdoor advertisement and landscape design, and extract the culture of outdoor advertisement. the landscape of nature, artistry and the times At the same time, using the methods of field investigation, literature analysis, subject crossing, case practice and so on, on the basis of the understanding and application of the advertisement aesthetics, the paper summarizes the outdoor advertisement and the commercial building and the street, the plant greening, the public art and the small. The relationship and influence of commercial real estate landscape environmental factors, such as product, activity program, etc., are summarized, some problems in commercial real estate advertisement landscape design are summarized and some design ideas and hands are put forward Finally, taking the representative walking commercial street, independent large shopping center and large-scale closed shopping center in Fuzhou district as an example, the method and party of commercial real estate advertisement and landscape planning design in Fuzhou district are discussed in combination with field survey and data analysis. To study the results in practice In this paper, the author puts forward the analysis of the psychology and behavior of the target consumers as the basis of the commercial real estate advertisement and the landscape design, and divides the people in the commercial real estate space into quasi-consumers, potential consumers and non-consumers. The paper emphasizes the influence of outdoor advertisement on the consumer's situation, psychology and shopping behavior, and expounds the relationship between the human, the outdoor advertisement and the landscape design in the urban commercial real estate space environment. This is the focus and creation of this paper. In addition, the research content also emphasizes the "The ideal commercial real estate advertisement and the landscape design should pay attention to the introduction of the landscape consciousness", from the different aspects of the human consciousness, the scale consciousness, the whole consciousness and the ecological consciousness, the design of the commercial real estate space environment needs to meet the demands of the modern consumers' entertainment, experience and pleasure, etc. The beneficial exploration has made up for the failure to study the organic combination of the commercial real estate outdoor advertisement and other landscape elements in the past research, as well as the environment atmosphere of the commercial space The research results have a certain effect on promoting the design and future development of urban commercial real estate advertising and landscape planning and the future development, promoting the outdoor advertisement transmission effect, creating a good commercial real estate space atmosphere, and improving the standardized management of the overall environmental design of the city.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU984.13

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