基于GIS的城市户外广告精准化布局研究——以广州为例  

Research on the Precision Layout of Urban Outdoor Advertising Based on GIS——A Case of Guangzhou

作　　者：阳敏[1] 吴荣华[1] Yang Min;Wu Ronghua(Guangzhou Urban Planning,Survey and Design Research Institute,Guangzhou Guangdong 510060,China)

机构地区：[1]广州市城市规划勘测设计研究院,广东广州510060

出　　处：《城市建筑》2021年第18期17-21,共5页Urbanism and Architecture

摘　　要：户外广告作为城市设计和城市景观的要素之一,在城市空间中分布小而散,不合理的布局往往对城市街道形象形成巨大负面冲击。研究延续以往以用地性质、城市功能布局界定户外广告布局的做法,将其布局结果作为户外广告设置的基础空间,然后充分尊重户外广告的市场属性,从千人成本出发构建影响户外广告布局的价值模型,通过POI数据、百度热力图等获取价值模型中五大影响指标的空间数据,在GIS平台中经计算后与基础空间叠加生成数字化空间布局,最后对布局结果进行适当现场修正。该布局方法能有效解决户外广告公共属性与市场属性的矛盾、现状设置需求与未来规划要求的矛盾等问题,经过实践检验,是一种高效、精准的城市设施布局方法。As one of the elements of urban design and urban landscape,outdoor advertising is small and scattered in urban space.Unreasonable layout often has a huge negative impact on the city.The paper continues the previous practice of defining the spatial layout of outdoor advertising according to the nature of urban land and urban functions,and takes its layout result as the base space for the setting of outdoor advertising.Then it fully respects the market attributes of outdoor advertising,builds a value model that affects the layout of outdoor advertising from the cost of one thousand people,and obtains spatial data of five major impact indicators in the value model through POI data,Baidu heat map,and so on.After calculation in the GIS platform,the basic space is superimposed to generate a digital space layout,and finally the layout results are appropriately corrected on-site.This layout method can effectively solve the problems of the contradiction between the public attributes and the market attributes of outdoor advertising,the contradiction between the current setting requirements and the future planning requirements,etc.,and it is an efficient and accurate urban facility layout method after practical tests.

关 键 词：户外广告 GIS 空间布局 公共属性 市场属性 

分 类 号：F27[经济管理—企业管理]