【作者】 邵静；

【导师】 王伟明；

【作者基本信息】 苏州大学 ， 传播学， 2008， 硕士

【摘要】 改革开放以来,我国的户外广告逐步摆脱了无序、分散的状态,最终演变成了具有一定整体性的户外广告产业。作为一项年轻的经济产业类型,我国户外广告业的经营和管理还显得不够成熟,由此不可避免地产生了诸多问题和矛盾。本文试图运用媒介生态学的相关理论,对发展初期的中国户外广告业进行理性地思考与研究:首先,运用媒介环境论的相关内容强调政治、经济等外部环境生态因子对我国户外广告业的发展所产生的重要影响;其次,从媒介种群论和媒介生态位的角度,探讨我国户外广告业的经营现状、存在问题及相关对策;最后,将我国的户外广告业纳入生态系统的范畴,发现管理者对于媒介生态系统以及城市生态系统的管理难题,在保持生态系统平衡的前提下制定相应操作原则。更多还原

【Abstract】 The development of outdoor advertisement in China experienced a long journey from a scattered and chaos primary stage to a prosperous and integrated industry since the“Reform-and-open-policy”was launched in 1978. As a newly cultivating business sector, the marketing and management of outdoor advertising is seemingly under developing, hence lots of problem and issues are raised in this industry inevitably.From the aspect of media ecology, this paper conducts a theoretical analysis about the development of Chinese outdoor advertising industry.Firstly, according to media ecology studies, it emphasizes on how the political, economical and other external factors effect the ecological environment where the outdoor advertisement media survive and grow. Secondly, from the angle of media anthropology and the idea of ecological niche, it explores the survey about current situation, existed problems and offers a possible strategy of solution for the future. Finally, it integrates the outdoor advertising into a general ecosystem and finds the management dilemma commonly existed in China. The key premise of the profound solution is maintaining the ecological balance in the system to make suitable operational rules.更多还原