城市品牌形象视域下的大型户外广告系统构建研究

Research on the System Construction of Large-scale Outdoor Advertisement from the Perspective of City Brand Image

大型户外广告是城市空间的构成要素之一,在城市整体风貌及城市品牌形象塑造上起着重要作用。基于此,从现代城市建设和大型户外广告的发展现状出发,对大型户外广告的价值进行评估分析,探寻大型户外广告系统构建的整体思路和具体方法,以期对大型户外广告规划实践及提升城市品牌形象有所裨益。

Large-scale outdoor advertisement is one of the elements of urban space, which has important influence on the city view and the city brand image. Based on this, the article analyzed the status of large- scale outdoor advertisement. Then, it evaluated the value of large-scale outdoor advertisement. Finally, the article provided the new idea and method for the system construction of the large-scale outdoor advertise ment, in order to be beneficial to practice and effectively enhance the city brand image.