温州户外广告整治与转型发展调研报告  

Research report on outdoor billboard clean-up and re-development in Wenzhou

作　　者：徐卫华[1,2] 张信国[3,4] 邱碧霞 

机构地区：[1]温州大学人文学院 [2]湖南师范大学哲学(伦理学)博士后流动站 [3]温州大学人文学院广告学教研室 [4]温州大学文化创意研究所 [5]温州市工商行政管理局商标广告处

出　　处：《广告大观（理论版）》2013年第4期60-73,共14页Journal of Advertising Study

基　　金：湖南省哲学社会科学基金项目<广告行业自治研究>(编号2010YBB237);中国博士后科学基金<广告行业自治研究>(编号20110491251);温州市广告协会;温州市工商行政管理局<温州户外广告整治与转型发展>

摘　　要：三十多年来,在广告市场发育并不充分的温州,户外广告业顽强地发展起来,成为温州广告业的支柱,同时也造成了户外广告资源的过度开发。2011年初启动的户外广告整治活动,在广告行业看来,存在着"动机不纯"、"执法违法"等问题,并造成了广告行业的动荡。在检视户外广告整治问题的同时,建议温州市委市政府维护广告业正常的经营秩序,抓紧编制并实施科学的户外广告详细规划,推行公共阵地户外广告特许经营制度,引入户外广告第三方安全监测机制,以促进温州广告业的健康发展,并推动温州经济的转型与升级。Since 1978, in the stunted ad marketing of Wenzhou, outdoor ad gradually prospers, becoming the support of Wenzhou＇s ad industry, as well as bringing the over-development of outdoor ad resources. In the eyes of ad practitioners, outdoor cleaning-off in Wenzhou, beginning from the start of 2011, showed some serious problems, such as impure motives and illegal movement, and caused the turbulence of ad industry. While checking the problems above, we strongly recommend Wenzhou government to recover the normal order of ad market, to formulate and execute the detailed outdoor ad planning, to pursue the franchise for the public outdoor ad resources, to adopt the third safety monitoring mechanism of outdoor ad, to promote the development of Wenzhou＇s ad industry and to move the transaction and upgrade of Wenzhou＇s economy.

关 键 词：户外广告整治 特许经营制度 户外广告规划 第三方安全监测机制 

分 类 号：F713.8[经济管理—广告]