發(fā)布時間：2019-07-01 10:55

【摘要】：激烈的商業(yè)競爭環(huán)境下,商業(yè)地產(chǎn)景觀不可避免的成為重要的商業(yè)競爭力,廣告從來就與商業(yè)活動密不可分,戶外廣告作為城市商業(yè)文化的代表,在商業(yè)地產(chǎn)空間景觀中占據(jù)著更加重要的地位。因此,將戶外廣告作為影響消費者行為與空間情境氛圍的要素考慮進商業(yè)地產(chǎn)景觀整體規(guī)劃設計中,是塑造商業(yè)地產(chǎn)獨特的空間魅力、擴張城市表現(xiàn)力和凈化城市景觀的重要途徑,也是促進城市經(jīng)濟發(fā)展與構建和諧社會的必然要求。 本文從廣告美學、消費者心理與行為、商業(yè)空間景觀環(huán)境等多角度切入研究商業(yè)地產(chǎn)廣告與景觀規(guī)劃設計,系統(tǒng)地分析了商業(yè)地產(chǎn)戶外廣告與景觀設計的意圖,提煉出戶外廣告所具有的文化性、藝術性與時代性等景觀特性。同時,運用實地調(diào)研、文獻分析、學科交叉、案例實踐等方法,在對廣告美學的理解運用基礎上,概括分析了戶外廣告與商業(yè)建筑與街道、植物綠化、公共藝術與小品、活動節(jié)目等影響商業(yè)地產(chǎn)景觀環(huán)境因子之間的聯(lián)系與影響,總結出商業(yè)地產(chǎn)廣告景觀設計中存在的一些問題并提出了幾點設計思路與手法。最后,以福州市區(qū)具有代表性的步行商業(yè)街、獨立大型購物中心和大型封閉式購物中心三種類型商業(yè)地產(chǎn)為例,結合實地調(diào)查和資料分析,探討了福州市區(qū)商業(yè)地產(chǎn)廣告與景觀規(guī)劃設計的方法與方向,在實踐中對研究結果進行論證。 本文的研究內(nèi)容中提出將目標消費者的心理與行為分析作為商業(yè)地產(chǎn)廣告與景觀設計的依據(jù),把商業(yè)地產(chǎn)空間中的人群分為準消費者、潛在消費者和非消費人群三類,強調(diào)戶外廣告對消費者的情境體驗心理及購物行為的影響,并闡述了城市商業(yè)地產(chǎn)空間環(huán)境中人、戶外廣告與景觀設計之間的關系。這是本論文研究的重點與創(chuàng)新之處。 此外,研究內(nèi)容中還強調(diào)了“理想的商業(yè)地產(chǎn)廣告與景觀設計要重視景觀意識的導入”,從人文意識、尺度意識、整體意識、生態(tài)意識等不同層面對商業(yè)地產(chǎn)空間環(huán)境設計需滿足現(xiàn)代消費者娛樂性、體驗性、愉悅性等需求進行了一個初步的有益探索,彌補了以往研究中未能深入研究商業(yè)地產(chǎn)戶外廣告與其他景觀要素有機結合、以及對商業(yè)空間情境氛圍影響的不足。研究成果對促進城市商業(yè)地產(chǎn)廣告與景觀規(guī)劃設計及未來發(fā)展、提升戶外廣告?zhèn)鞑バЧ?營造良好的商業(yè)地產(chǎn)空間氛圍、提高城市整體環(huán)境設計的規(guī)范化管理,都具有一定的實用意義。
[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.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：TU984.13

【參考文獻】

相關期刊論文 前10條

1 馬駿;;戶外廣告——城市景觀中的亮點[J];商業(yè)研究;2007年10期

2 楊川;大城市商業(yè)地產(chǎn)發(fā)展&問題解析[J];城市;2005年04期

3 張培楓;;淺議城市廣場公共空間色彩和戶外廣告的協(xié)調(diào)共贏[J];東南傳播;2008年04期

4 羅明明;;城市設計中的城市戶外廣告景觀規(guī)劃[J];讀與寫(教育教學刊);2008年04期

5 張樂和;饒鑒;;人欲·廣告·城市——城市廣告景觀規(guī)劃藝術初探[J];湖北社會科學;2006年09期

6 劉淑虎;陳小輝;;基于商圈理論下的福州寶龍·萬象購物中心的問題分析[J];福建建筑;2009年02期

7 宋金民,劉延民;城市戶外廣告規(guī)劃初探[J];規(guī)劃師;2000年03期

8 馬非;;福州金融街萬達廣場的建筑設計[J];工業(yè)建筑;2012年04期

9 王娟;;論戶外廣告與城市景觀的藝術融合[J];經(jīng)濟師;2007年06期

10 楊宇振;瘋狂消費城市中的脈脈溫情——美國捷得國際建筑師事務所大型商業(yè)項目解讀[J];城市建筑;2005年08期

，

本文編號：2508417