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<section style="background-color: rgb(255, 255, 255);box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;overflow: hidden;font-size: 14px;box-sizing: border-box;"><section class="" style="display: inline-block;box-sizing: border-box;"><section class="" style="display: inline-block;vertical-align: top;width: 4em;height: 4em;border-radius: 50%;background-image: url("http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjbgTZGX4U8C05b17anES4UIrAgl4jUu7EuUsvHLeYcXF4Zbubxge4mMQfGbC5JnaCPKibLlCibHEDg/0?wx_fmt=png");background-position: center center;background-repeat: no-repeat;background-size: cover;box-sizing: border-box;"><section class="" style="width: 100%;height: 100%;overflow: hidden;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/j8bTq15u0mjbgTZGX4U8C05b17anES4UIrAgl4jUu7EuUsvHLeYcXF4Zbubxge4mMQfGbC5JnaCPKibLlCibHEDg/0?wx_fmt=png" style="max-width:100%;" /></section></section><section style="width: 100%;margin-left: 1.2em;margin-top: -1.2em;box-sizing: border-box;"><section style="float: left;white-space: nowrap;overflow: hidden;display: inline-block;vertical-align: middle;height: 2em;margin-left: 1em;border-bottom-left-radius: 1em;border-left: 1px solid rgb(156, 94, 21);border-bottom: 1px solid rgb(156, 94, 21);max-width: 85% !important;box-sizing: border-box;"><section class="" style="margin-left: 1.5em;line-height: 1.5;padding-right: 0.5em;font-size: 11px;color: rgb(56, 30, 5);box-sizing: border-box;"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;">点击蓝字关注公众号</p></section></section><section style="float: left;width: 5%;margin-left: -1px;box-sizing: border-box;"><section style="width: 6px;height: 6px;margin-top: 1.82em;border-radius: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section><section style="clear: both;box-sizing: border-box;"></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section class="" style="display: inline-block;width: 100%;border-width: 1px;border-style: solid;border-color: rgb(156, 94, 21);padding: 10px;box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="color: rgb(56, 30, 5);box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">深圳市城市规划设计研究院有限公司规划师邓海萍，深圳市城市规划设计研究院有限公司注册城市规划师李筠筠，深圳市城市规划设计研究院有限公司规划师孟谦，华南理工大学建筑学院、亚热带建筑科学国家重点实验室副教授魏成<span style="letter-spacing: 0px;text-indent: 0px;box-sizing: border-box;">在《规划师》2017年第10期撰文，</span><span style="letter-spacing: 0px;text-indent: 0px;box-sizing: border-box;">我国户外广告规划与管理经历了由关注安全性到注重城市形象营建的发展过程，逐渐形成了“法规规范体系、</span><span style="letter-spacing: 0px;text-indent: 0px;box-sizing: border-box;">技术标准体系、规划设计体系和管理实施体系”四位一体的规划与管理系统，但户外广告规划编制与实施管理过程仍存在</span><span style="letter-spacing: 0px;text-indent: 0px;box-sizing: border-box;">较大落差。文章通过分析广州、深圳户外广告法规规范、技术标准、规划设计等编制情况及管理审批现状，得出现有规划</span><span style="letter-spacing: 0px;text-indent: 0px;box-sizing: border-box;">与管理体系仍存在重管制轻治理、缺乏对地方特色的挖掘、多头管理及权责不明等诸多问题，并从倡导多元价值的规划设</span><span style="letter-spacing: 0px;text-indent: 0px;box-sizing: border-box;">计与管理共识、明确多部门协同规划与管理的权责体系、搭建从管理到治理的综合利益协调平台等方面提出了解决路径。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;font-size: 13px;box-sizing: border-box;"><section class="" style="width: 100%;height: 5px;background: -webkit-linear-gradient(left, rgb(156, 94, 21), rgba(255, 247, 234, 0)) white;box-sizing: border-box;"></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="font-size: 12px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">[关键词]户外广告；规划与管理体系；实效性；城市治理</p><p style="margin: 0px;padding: 0px;box-sizing: border-box;">[文章编号]1006-0022(2017)10-0044-07　</p><p style="margin: 0px;padding: 0px;box-sizing: border-box;">[中图分类号]TU981　</p><p style="margin: 0px;padding: 0px;box-sizing: border-box;">[文献标识码]B</p><p style="margin: 0px;padding: 0px;box-sizing: border-box;">[引文格式]邓海萍，李筠筠，孟谦，等．广州与深圳城市户外广告规划与管理体系研究[J]．规划师，2017(10)：44-50．</p></section></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;box-sizing: border-box;"><section class="" style="max-width: 100%;vertical-align: middle;display: inline-block;overflow: hidden !important;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_gif/JNOETztnX87FQIye7zemb1pADrbzCmu6BugqR22ZF0icAObvvOnLsVXlKyccEXalQHrYufrKCicSMu6tjwC2moog/0?wx_fmt=gif" style="max-width:100%;" /></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;"><section class="" style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section class="" style="background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);font-size: 19px;padding-left: 5px;padding-right: 5px;margin-bottom: 4px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">一  <span style="letter-spacing: 0px;line-height: 1.45;box-sizing: border-box;"></span></strong> </p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">  户外广告规划与管理发展历程<span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span></strong></p></section><section style="border-top: 2px dotted rgb(95, 94, 102);width: 100%;box-sizing: border-box;"></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section class="" style="line-height: 1em;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;transform: rotate(0deg);width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section><section style="display: inline-block;vertical-align: middle;width: 100%;height: 0.14em;margin: 0px -1em;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section><section style="display: inline-block;vertical-align: middle;width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section></section><section class="" style="padding: 0px 0.5em;margin: -0.14em 0px -0.21em;box-sizing: border-box;"><section class="" style="border-width: 1px;border-style: solid;border-color: rgb(156, 94, 21);box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="padding: 0px 4px;box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">1990 年以来，我国城市户外广告<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规划与管理逐渐发展，总体上经历了从</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">关注安全性到注重城市形象塑造、“从</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">单幅广告走向整体场所协调”、从整</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">顿型管理走向精细化治理的发展阶段。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（一）<span style="letter-spacing: 0px;line-height: 1.45;box-sizing: border-box;"></span>自发发展阶段<span style="letter-spacing: 0px;line-height: 1.45;box-sizing: border-box;"></span></strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="padding: 0px 4px;box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">第一阶段是自发发展阶段，以审批<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">登记型管理手段实现户外广告管理，但</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">对户外广告的设置没有提出相关的规定</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">与要求，仅明确设置责任。反映在法规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规范上则是国务院于1987年颁发的《广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告管理条例》、1995年颁发的《广告法》</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">及工商局颁布的《户外广告登记管理规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">定》。这一阶段户外广告呈现快速、无</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">序的发展状态。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（二）</strong><strong style="box-sizing: border-box;"><span style="letter-spacing: 0px;box-sizing: border-box;"></span>关注安全性的整顿型管理<span style="letter-spacing: 0px;box-sizing: border-box;"></span></strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="padding: 0px 4px;box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">20 世纪 90 年代中后期以来随着人<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">们对城市形象提出更高的要求，户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告对城市造成的不良影响受到大城市管</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">理者的重视，各地政府开始有意识地控</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">制和整治户外广告，陆续出台了户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告管理规定、管理办法等法规规范 。</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">但此阶段的户外广告管理仍属于粗放</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的整顿型管理，对整个城市的户外广告</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">进行无差别对待，以拆除未达到安全要</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">求的户外广告牌的管理手段达到整治</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">目的。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（三）<span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span>注重城市形象塑造的导控型管理<span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span></strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="padding: 0px 4px;box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">2008 年，以北京迎接奥运会而发<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">起的大规模户外广告整治行动为标志，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告规划编制正式进入国内城市管</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">理者和规划师的视野。上海、广州、深</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">圳和青岛等大城市相继依托大型赛事的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">城市形象整治契机，着手编制户外广告</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规划与设置指引，并引发全国各地掀起</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">了户外广告规划编制工作的浪潮。至</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">此，户外广告规划与管理进入相对成熟</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">阶段，不再是简单的市容市貌整治，而</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">是将户外广告作为一种特殊的城市景观</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">元素进行考虑，从城市形象与视觉环境</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">塑造的视角对户外广告设置提出了精细</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">化的要求，并将其提升到专项规划的高</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">度。目前许多城市的户外广告设置规划</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">已成为城市管理者管控户外广告的重要</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">依据。</span></p></section></section></section></section></section><section class="" style="line-height: 1em;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;transform: rotate(0deg);width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section><section style="display: inline-block;vertical-align: middle;width: 100%;height: 0.14em;margin: 0px -1em;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section><section style="display: inline-block;vertical-align: middle;width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;box-sizing: border-box;"><section class="" style="max-width: 100%;vertical-align: middle;display: inline-block;overflow: hidden !important;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_gif/JNOETztnX87FQIye7zemb1pADrbzCmu6BugqR22ZF0icAObvvOnLsVXlKyccEXalQHrYufrKCicSMu6tjwC2moog/0?wx_fmt=gif" style="max-width:100%;" /></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;"><section class="" style="display: inline-block;vertical-align: middle;padding-right: 6px;box-sizing: border-box;"><section style="margin: 0px -6px -9px auto;border-right: 2px solid rgb(13, 0, 21);border-top: 2px solid rgb(13, 0, 21);height: 16px;width: 16px;border-bottom-color: rgb(13, 0, 21);border-left-color: rgb(13, 0, 21);box-sizing: border-box;"></section><section class="" style="background-color: rgb(156, 94, 21);padding: 0px 6px;font-size: 18px;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">二</strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"> 国内大城市现行户外广告规划及</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">管理体系</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section class="" style="display: inline-block;width: 100%;border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px;border-radius: 0px;box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">目前国家对户外广告设置还没有统<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">一的规范和标准，各城市对这一领域的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规划控制认识也不尽相同，但总结北上</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广深等大城市的基本做法发现，经过近</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">10来年的研究与实践，国内城市户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告设施规划管理体系基本形成了“法规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">+规划”或“规范+规划+规程”的基</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">本架构</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">(表1)。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"></span></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsSVElTiaRZZ3NO6AEsS9zYjGVxXyGhx6LaoDBcicBJmuB2IVXd65F0ZhQ/0?wx_fmt=jpeg" style="max-width:100%;" /></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">具体而言，是包括“法规规范体系、<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">技术标准体系、规划设计体系和管理实</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">施体系”在内的四位一体的规划与管理</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">系统。其中，法规规范、技术标准是规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">划编制与实施的法律保障，也是管理部</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">门审批拟设置广告的直接依据，规划设</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">计成果则是城市管理者管制城市户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告的重要依据，管理实施体系是规划导</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">控、空间治理的制度保障(图1)。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"></span></p><p><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsy5550EnrSo9PBx993ibZbCvG0md406ko5XAXIdw96lPkvHYgYg55m6A/0?wx_fmt=jpeg" style="max-width:100%;" /></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（一）</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">户外广告管理法规规范及技术</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">标准</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">从法规规范和技术标准层面看，现<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">行户外广告管理主要通过制定户外广告</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">设施管理办法、户外广告设置规范、技</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">术标准和设置指引等对户外广告设置提</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">出一般性的规定，并以此作为整个城市</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">或地区的户外广告通则式的管理依据。</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">确定户外广告管理对象是所有规范</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">与规划的重要前提，目前对户外广告没</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">有在学术上形成统一的概念。但从规划</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的视角，目前更多地关注对城市景观影</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">响最为密切的两大类户外广告，即长期</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">附着于建筑物上的和设置于街道、广场</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">等公共空间上的户外广告。现有一线城</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">市相关法规规范与技术标准中普遍将户</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">外广告分为附着于建筑物广告、落地式</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告和室外空间广告等(图2)。法规规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">范等在细分户外广告类型的基础上，针</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">对不同类型户外广告提出差异化的管理</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规定与技术指导，涵盖户外广告的设置</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">位置、间距、密度、形式、规格、色彩、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">材料、照明等设置标准以及设计、制作、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">安装、维修等内容，并形成“图解+文字”</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的成果指导实施。例如，《深圳户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告设置指引》(2013年)中的相关规定，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">管理条文用语平白肯定，并配有大量管</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">理图示，是易读性、易懂性、操作性较</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">强的管理手册(图3)。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"></span></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsx1hN80Clnb0rhjibA885DvOrRseZbFL8R7UcQzsCiaHMqoME3ibJGtfmw/0?wx_fmt=jpeg" style="max-width:100%;" /></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsTBsVhoQhQAMeTWdA0mqe6fum0BOp0x5rho2WD8eg3wZnDBSxISuInw/0?wx_fmt=jpeg" style="max-width:100%;" /></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（二）<span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span>户外广告设置规划设计<span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span></strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">户外广告规划设计层面一般分为宏<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">观、中观、微观三个层面，并遵循“分</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">区控制，分级管理”的原则，按不同层</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">面提出不同深度的控制要求。中宏观层</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">面着重于通过划定导控分区进行宏观控</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">制，同时对重点地区进行微观层面的具</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">体限定以向下传递意图；微观层面则强</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">调管理的可操作性，其详细设计成果</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">管理实施的重要依据。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">(1)中宏观层面：导控分区。<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">中宏观层面主要通过划分导控分区</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">对整个城市或地区的户外广告设置进行</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">管控，各地对导控分区命名不尽相同，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">但总体上都是以地方城市规划的功能分</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">区、中心体系、商业网点规划、城市整</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">体景观形象和生态敏感地区分布等为划</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">分依据(表2)。在此基础上，针对不同</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">分区制定包括“控制性条款”和“禁止</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">性条款”在内的控制通则，明确可设置</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">和不可设置户外广告的地点，对户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告的性质、数量、设置位置、形式、规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">格、色彩、照明、材料等提出具体的指</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">标和设计要求，并选定重点地段和重点</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">道路，提出其进一步编制详细规划的深</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">度要求，预留中宏观规划向下传导的衔</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">接接口(表3)。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"></span></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsPdJDo41DFW5vhLoULK4S2xEgTkM9ebj0Qpy0mRsvnmjpSjB1k5raXg/0?wx_fmt=jpeg" style="max-width:100%;" /></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsyG8QibX4IcmxDS3a0xpImjxCh1ibncwia6y7eBqzAI9KeZwbrcloMQJNw/0?wx_fmt=jpeg" style="max-width:100%;" /></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">以深圳编制的《深圳市户外广告设<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">置指引》(2013 年 ) ( 以下简称《深圳</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">指引》) 为例，其内容实际囊括了“技</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">术标准+中宏观层面的规划”。《深圳</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">指引》综合考虑了城市功能架构、城市</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">景观架构及广告价值分布规律，将全市</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告设置区域分为城市一般地区、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告详细规划管理地区 (包括广告特色</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">景区和城市景观敏感区段 )及条文修正</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">管理地区</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">，并对每一类管理地区具体</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">范围进行了空间界定，提出了针对性的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">管控要求。《深圳指引》最大的作用在</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">于统一全市户外广告设施设置的一般性</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规定，并从总体层面确定详细规划地区</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的分布，同时也对详细规划地区留有一</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">定的弹性空间，达到户外广告设置促进</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">城市形象提升目的的同时，又能充分彰</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">显多元地方特色。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">(2)微观层面：重点区段。<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">微观层面以中宏观规划中的相关规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">定与要求为依据，针对某一重点区段或</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">道路开展微观详细环境设计，着眼于解决</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告在设置中的具体问题，注重广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告规划的针对性和可实施性，为重点区</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">段制作可操作的设计图纸或实施图则。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">以《广州市第一批中心城区重</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">点商圈和景观区域户外广告设置规划</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">(2015—2019)》 ( 以下简称《广州市</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">第一批户外广告设置规划》) 为例，规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">划覆盖了新中轴线、上下九、新港东路、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">珠江两岸等主要商圈和重点景观区域内</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">共 35km 路段范围内的户外广告和招</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">牌，采取以“微观为主，中宏观为辅”</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的规划控制体系，通过对户外广告设置</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">现状情况进行详细的摸查与研究，规划</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告点位210个、广告牌975块，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">并提出了规划保留、拆除、提档和新</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">增等相关整治措施，该规划共保留规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">划区域内265块广告牌，提档553块，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">拆除 1769块，通过广告点位论证后新</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">增157块，并以管理图则的形式对所有</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告点位的相关控制要素进行说明，包</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">含规定性、指导性两类控制要素(图4)，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">其管理图则也体现了对户外广告管理的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">针对性和可实施性的高度重视</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"></span></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTspyPDTiah3zAoicokiaMLPAOFVxA86IDicHLr2aTgMhWCy1pUZQE6A351tg/0?wx_fmt=jpeg" style="max-width:100%;" /></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（三）</strong><strong style="box-sizing: border-box;"><span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span>管理架构与审批现状<span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span></strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">目前国内户外广告管理架构主要有<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">两种：一是以城管委为主管部门实行联</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">审制共同管理，以一线城市的管理架构</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">为代表；二是成立专门的领导小组 ( 或</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">办公室、委员会 ) 统一负责户外广告的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">开发管理工作，多见于城市新区的管理</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">架构</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"> (图5)。前者将户外广告管理机</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">构分布在各个部门，有利于管理部门的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">精简，但会削弱景观性方面的引导力度，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">如深圳以城管部门为主管部门负责监督</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">管理与执法，工商部门负责内容审查与</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">登记，规划部门负责编制相关规划与指</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">引，余下各部门则根据各自职能对户外</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告设置进行监督与管理并协助城管部</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">门、规划部门编制相关规划(表4)。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"></span></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsjQTSjXZcIQoEMQmrp0c5hmhaqKp94MBxQLAWUnuicQWibHc8tgTjyRicw/0?wx_fmt=jpeg" style="max-width:100%;" /></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsoKYWBsuWxulbwrukJmmPHDh4x2mMhFK6uoPDyyyUZtuHyqUHsNA9rA/0?wx_fmt=jpeg" style="max-width:100%;" /></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">然而，不管采用哪一类管理架构，<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">在审批城市户外广告过程中仍普遍存在</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">两类问题：一方面是未经审批，擅自设</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">置户外广告，或是审批到期未续审，此</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">类户外广告的处理方式分为两种——</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">一是公共场地上的户外广告一律依法拆</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">除；二是私人场地户外广告按规定补办</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">相关手续，并且应符合新规划的要求。</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">另一方面是虽然通过审批，但不符合新</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规划的要求。对于此类户外广告，国内</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">各大城市的处理手段各不相同，但总体</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">上按照以下两种方式处理，一是设置位</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">置不符合规划的，采取置换位置、拆除</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">并予以补偿的做法或是待审批期限到期</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">后再作处理：二是设置技术及形式不符</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">合规划的，责令在一定限期内按相关规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">定进行整改，否则予以拆除。</span></p></section></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;box-sizing: border-box;"><section class="" style="max-width: 100%;vertical-align: middle;display: inline-block;overflow: hidden !important;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_gif/JNOETztnX87FQIye7zemb1pADrbzCmu6BugqR22ZF0icAObvvOnLsVXlKyccEXalQHrYufrKCicSMu6tjwC2moog/0?wx_fmt=gif" style="max-width:100%;" /></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;"><section class="" style="display: inline-block;vertical-align: middle;padding-right: 6px;box-sizing: border-box;"><section style="margin: 0px -6px -9px auto;border-right: 2px solid rgb(13, 0, 21);border-top: 2px solid rgb(13, 0, 21);height: 16px;width: 16px;border-bottom-color: rgb(13, 0, 21);border-left-color: rgb(13, 0, 21);box-sizing: border-box;"></section><section class="" style="background-color: rgb(156, 94, 21);padding: 0px 6px;font-size: 18px;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">三</strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"> 规划与管理问题</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section class="" style="display: inline-block;width: 100%;border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px;border-radius: 0px;box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（一）<span style="letter-spacing: 0px;box-sizing: border-box;">规范与规划缺乏对地方特色的</span></strong><strong style="letter-spacing: 0px;box-sizing: border-box;">挖掘与提炼</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">目前国内的户外广告规划与设置规<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">范所使用的通用规定和技术标准基本都</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">是效仿一线城市的，大部分的控制要求</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">都雷同，有的甚至完全一样，缺乏对地</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">方特色的解构与建构，导致城市间户外</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告“千篇一律”。户外广告规划在宏</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">观层面中对重点地区的控制内容不够详</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">尽，尤其是针对地方景观特色的控制要</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">素并未提出具体的控制和引导要求，以</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">致下一层的详细规划在地方特色把控上</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">依据不足，具体到实施中更是常常采用</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">统一广告底板的整改方式，不仅框定户</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">外广告设置的范围，还规定了统一的颜</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">色与形式，但其整改结果是营造了呆板、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">了无生趣的城市景观。在城市逐渐步入</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">“内涵式”发展的今天，户外广告的规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">划不应仅仅达到整齐统一的要求，不能</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">忽视户外广告也是一种创意产业，需更</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">多地运用城市设计的思维从地段整体空</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">间和景观角度思考户外广告的设置。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（二）<span style="letter-spacing: 0px;box-sizing: border-box;">多头管理，相关管理主体权责</span></strong><strong style="letter-spacing: 0px;box-sizing: border-box;">体系尚未明确</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">户外广告多头管理、权责不明的问<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">题已成为业内批判的“众矢之的”，根</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">据各大城市《户外广告设置管理办法》</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的有关规定，目前管理主体纵向涉及市、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">区两级管理，横向涉及城建、城管、工</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">商、规划、市政、交通运输、公安、文化、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">气象与财政等多个部门。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">由于不同部门有着不同的执法依据<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">和标准，而多部门协调、联合审批机制</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">尚未完全建立，致使户外广告设置出现</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">审批流程繁杂、广告设置杂乱无序与安</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">全隐患突出等问题。同时，由于户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告的立牌涉及利益空间较大，各相关部</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">门基于利益导向的权利博弈，导致其对</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告管理的事权不清、权利边界混</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">乱，并产生管理的缺位、错位或越位局</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">面。此外，也频繁出现了“政府+市场”</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的基于权利基础的垄断经营现象</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（三）</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">重管制轻治理，缺乏有效导控的</strong><strong style="box-sizing: border-box;">实施机制</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">现阶段规范中的相关规定过于死<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">板，不少内容采用“一刀切”模式，导</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">致在实际操作过程中的弹性稍显不足，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">也在一定程度上抹杀了广告的创意性，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">如广州全面禁止屋顶广告及招牌的设</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">置、禁止在建筑物玻璃上设置任何广告</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">等。再看已编制的户外广告设置规划虽</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">采用了分区、分路导控等具有弹性的规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">划手段，但实际操作中未充分根据不同</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">分区的环境特点采用特有的规划控制方</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">式，如规划中按不同程度所提出的多种</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">整治措施，也囿于违规户外广告数量</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">太大难以一一区分且与商户沟通成本过</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">高，导致实施中对违规户外广告一律采</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">取拆除的形式，以期高效、便捷地整改</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">市容市貌。在此种自上而下的重整顿、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">重行政强制的“一刀切”管理思维下，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">商户属于“告知性参与”，城管执法人</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">员也将面临更多的“执法难”困境。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">此外，在行业、商户中亦缺乏自下<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">而上的积极参与。在参考巴黎、日本等</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">国外发达城市户外广告管理的做法时发</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">现，其常以广告协会作为政府与行业、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">商户的交流平台，以规范户外广告行业</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">职责、保护行业利益，并参与相关规范</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规划的制定以平衡各方面利益</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">。北上</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广深等大城市虽设置有广告协会并发挥</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">了一定的作用，但其主要服务于行业内</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">大型广告公司，缺少与小型广告公司及</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告受众的沟通互动，在工作力度、广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">度上并没有发挥作为行业协会应有的作</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">用，缺少协会的自律和带头作用。</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">日本福冈市采取多样化的引导手段</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">以实现对户外广告的有效管理，包括规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">划前召开意见听取会并设立有关事务所</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">方便公众阅览规划、专门设置“都市景</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">观奖”表彰优秀广告作品、组织讲座培</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">育等</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">总的来说，目前规划管理弹性不<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">足，仍属于自上而下的行政发包，缺乏</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">有效导控的实施机制及公众参与的有效</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">途径，导致难以实现积极的上下联动。</span></p></section></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;box-sizing: border-box;"><section class="" style="max-width: 100%;vertical-align: middle;display: inline-block;overflow: hidden !important;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_gif/JNOETztnX87FQIye7zemb1pADrbzCmu6BugqR22ZF0icAObvvOnLsVXlKyccEXalQHrYufrKCicSMu6tjwC2moog/0?wx_fmt=gif" style="max-width:100%;" /></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;text-align: center;box-sizing: border-box;"><section class="" style="display: inline-block;vertical-align: middle;padding-right: 6px;box-sizing: border-box;"><section style="margin: 0px -6px -9px auto;border-right: 2px solid rgb(13, 0, 21);border-top: 2px solid rgb(13, 0, 21);height: 16px;width: 16px;border-bottom-color: rgb(13, 0, 21);border-left-color: rgb(13, 0, 21);box-sizing: border-box;"></section><section class="" style="background-color: rgb(156, 94, 21);padding: 0px 6px;font-size: 18px;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">四</strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">规划与管理对策建议</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section class="" style="display: inline-block;width: 100%;border-width: 1px;border-style: solid;border-color: rgb(33, 71, 215);padding: 10px;border-radius: 0px;box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（一）</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">倡导多元价值的规划设计与管理</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">共识</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">营城时代需要以城市设计的思维从<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">地段整体空间提升、景观形象塑造、生</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">态空间修复和城市空间多元化管理等维</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">度，倡导户外广告规划与设置多元空间</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">形式、文化符号内涵、空间秩序美学、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">多主体公共参与等多元价值共识，建立</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">“刚性+弹性”的控制体系，提出差异</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">化分区、分级、分类的控制与引导要点，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">并通过制定设计导则、设计通则与特别</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">地区指引等方式，将设计管控要点转化</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">为直观的技术管理服务手册，延伸城市</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告精细化管理手段，以达到户外</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告规划设计内涵与管理精度双提升的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">目标。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（二）</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">明确多部门协同规划与管理的</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">权责体系</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">从目前的户外广告管理架构看，普<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">遍存在着多头管理、权责边界不清、交</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">叉管理的现实。因此，需要多部门间达</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">成共识，才能促进户外广告规划的有效</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">管理：①需加强“规建管”体制机制的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">顶层设计，从设计、审批和监管等方面</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">建立明确各级政府和各部门之间的权责</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">边界；②从规划、管理、审批和监管等</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告管理不同阶段，通过纵向、横</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">向的事权划分，明确统筹联合的权责体</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">系，建立“纵向+横向”的权责清单，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">以条块结合的方式避免自上而下的行政</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">发包与横向的交叉管理。</span></p></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(0px, 0px, 0px);-webkit-transform: translate3d(0px, 0px, 0px);-moz-transform: translate3d(0px, 0px, 0px);-o-transform: translate3d(0px, 0px, 0px);box-sizing: border-box;"><section class="" style="display: inline-block;padding: 3px 0px;border-top: 1px solid rgb(224, 224, 224);border-bottom: 1px solid rgb(224, 224, 224);border-right-color: rgb(224, 224, 224);border-left-color: rgb(224, 224, 224);box-sizing: border-box;"><section class="" style="padding: 0px 5px;display: inline-block;background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">（三）</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">搭建从管制到治理的综合利益</strong><strong style="letter-spacing: 0px;box-sizing: border-box;">协调平台</strong></p></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">“治理(Governence)”是一种在<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">国家或地方治理中实现“社会共赢”的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">手段，旨在通过协调各相关者利益达到</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">对社会资源高效的利用。治理的建立是</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">以“协调”为基础而非“支配与控制”，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">户外广告规划与管理过程涉及多元的公</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">共部门、私人部门及其他利益相关者，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">从而更需要从一个基于政府话语权的管</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">理模式转向由公共参与的空间治理的方</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">式</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">。因此，需要搭建一个由政府部门、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规划设计部门、私人部门、非政府组织、</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">社会团体与市场主体等多元主体构成的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">“城市治理共同体”共同参与的户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告“规划—设置—管理”的综合利益协</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">调平台(图6)。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;"></span></p><p style="text-align: center;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_jpg/j8bTq15u0mgA5V1ywcibgiceAcI65RfdTsYIv4lc0TIBeZRVybAzk1lcR9fpvu867IxZicE2yRCW6TFia0apZIVdiag/0?wx_fmt=jpeg" style="max-width:100%;" /></p></section></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;box-sizing: border-box;"><section class="" style="max-width: 100%;vertical-align: middle;display: inline-block;overflow: hidden !important;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_gif/JNOETztnX87FQIye7zemb1pADrbzCmu6BugqR22ZF0icAObvvOnLsVXlKyccEXalQHrYufrKCicSMu6tjwC2moog/0?wx_fmt=gif" style="max-width:100%;" /></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;text-align: center;box-sizing: border-box;"><section class="" style="display: inline-block;vertical-align: top;box-sizing: border-box;"><section class="" style="background-color: rgb(156, 94, 21);color: rgb(255, 255, 255);font-size: 19px;padding-left: 5px;padding-right: 5px;margin-bottom: 4px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">五</strong> </p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"> 结论与讨论<span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span></strong></p></section><section style="border-top: 2px dotted rgb(95, 94, 102);width: 100%;box-sizing: border-box;"></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section class="" style="line-height: 1em;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;transform: rotate(0deg);width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section><section style="display: inline-block;vertical-align: middle;width: 100%;height: 0.14em;margin: 0px -1em;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section><section style="display: inline-block;vertical-align: middle;width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section></section><section class="" style="padding: 0px 0.5em;margin: -0.14em 0px -0.21em;box-sizing: border-box;"><section class="" style="border-width: 1px;border-style: solid;border-color: rgb(156, 94, 21);box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="padding: 0px 4px;box-sizing: border-box;"><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">户外广告是展现城市形象的重要窗<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">口，作为创新型产业的户外广告业更是</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">为城市贡献了可观的经济效益与文化传</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">播效益。然而，在城市双修及城市设计</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">提出的更加精细化的空间治理要求下，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">不论是其过往自由发展的模式还是如今</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">“重统一轻特色”的整顿型管理，都不</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">利于户外广告的健康发展和城市风貌特</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">色的提升。加上当下户外广告迅速发展，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">广告载体与空间形式层出不穷，在这样</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的形势下继续沿用传统“重空间管制，</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">重行政强制”“一刀切”等缺乏弹性治</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">理思路的做法将越来越难以适应新时期</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的户外广告发展。对此，户外广告的“规</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">划—建设—管理”需调整思路，实现向</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">多元价值倡导的精细化营造转变，向多</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">部门事权协调的综合治理转变，注重搭</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">建多元主体共同参与的规建管平台，这</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">将成为增强户外广告规划设计实效性的</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">现实选择。</span></p><p style="text-indent: 2em;margin: 0px;padding: 0px;box-sizing: border-box;">此外，由于户外广告与科学进步密<span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">切联系，其发展趋势难以精准预测，使</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">得作为相对刚性、确定和稳定的户外广</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">告设置规范及技术标准，在户外广告发</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">展的不确定性与空间治理的弹性需求面</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">前，显得捉襟见肘。同时，面向快速发</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">展的户外广告载体与形式，五年一编制</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">的户外广告规划在面临规划期内时效性</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">问题挑战的同时，也面临着规划管理与</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">空间治理的技术性难题。如何创新实现</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">规划编制及后续动态实施管理，引入数</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">字化户外广告设置治理平台，也将成为</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">探讨户外广告“规建管”一体化必不可</span><span style="text-indent: 2em;letter-spacing: 0px;box-sizing: border-box;">少的话题。</span></p></section></section></section></section></section><section class="" style="line-height: 1em;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;transform: rotate(0deg);width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section><section style="display: inline-block;vertical-align: middle;width: 100%;height: 0.14em;margin: 0px -1em;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section><section style="display: inline-block;vertical-align: middle;width: 1em;height: 1em;padding: 0.2em;border-width: 0.14em;border-style: solid;border-color: rgb(156, 94, 21);background-color: rgb(254, 255, 255);box-sizing: border-box;"><section style="width: 100%;height: 100%;background-color: rgb(156, 94, 21);box-sizing: border-box;"></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;box-sizing: border-box;"><section class="" style="max-width: 100%;vertical-align: middle;display: inline-block;overflow: hidden !important;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_gif/JNOETztnX87FQIye7zemb1pADrbzCmu6BugqR22ZF0icAObvvOnLsVXlKyccEXalQHrYufrKCicSMu6tjwC2moog/0?wx_fmt=gif" style="max-width:100%;" /></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0px;box-sizing: border-box;"><section class="" style="padding: 0px 1.5em;margin-bottom: -35px;box-sizing: border-box;"><section class="" style="padding: 10px;width: 100%;display: inline-block;background-color: rgb(156, 94, 21);box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="text-align: center;color: rgb(255, 255, 255);font-size: 14px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">文章全文详见《规划师》杂志2017年10期</strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="letter-spacing: 0px;line-height: 1.28;box-sizing: border-box;"></span></strong></p><p style="margin: 0px;padding: 0px;box-sizing: 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border-box;"></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin: 0.5em 0px;box-sizing: border-box;"><section class="" style="max-width: 100%;vertical-align: middle;display: inline-block;overflow: hidden !important;box-sizing: border-box;"><img src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_gif/JNOETztnX87FQIye7zemb1pADrbzCmu6BugqR22ZF0icAObvvOnLsVXlKyccEXalQHrYufrKCicSMu6tjwC2moog/0?wx_fmt=gif" style="max-width:100%;" /></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section class="" style="width: 100%;font-size: 0px;box-sizing: border-box;"><section style="margin-left: 24px;border-bottom: 1px solid rgb(156, 94, 21);box-sizing: border-box;"></section><section style="float: left;margin-top: -1px;background-color: rgb(255, 255, 254) !important;box-sizing: border-box;"><section style="width: 0px;height: 8px;border-left: 1px solid rgb(156, 94, 21);margin-left: 23px;box-sizing: border-box;"></section><section style="width: 16px;margin-left: 8px;box-sizing: border-box;"><section style="width: 16px;height: 8px;border-left: 1px solid rgb(156, 94, 21);border-right: 1px solid rgb(156, 94, 21);border-bottom: 1px solid rgb(156, 94, 21);box-sizing: border-box;"></section><section style="width: 8px;height: 16px;margin-top: -8px;border-top: 1px solid rgb(156, 94, 21);border-right: 1px solid rgb(156, 94, 21);border-bottom: 1px solid rgb(156, 94, 21);box-sizing: border-box;"></section></section><section style="width: 8px;height: 16px;border-top: 1px solid rgb(156, 94, 21);border-left: 1px solid rgb(156, 94, 21);margin-top: -1px;box-sizing: border-box;"></section></section><section style="float: right;margin-top: -1px;background-color: rgb(255, 255, 254) 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border-box;"></section><section class="" style="width: 100%;margin: -12px 0px;padding: 0px 20px;box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" style="text-align: center;font-size: 12px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgb(227, 43, 107);box-sizing: border-box;">转载须知</span></strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">文章转载时后台回复“转载”二字，</strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">如需开白名单进行转载请在后台回复ID，</strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">无授权图片的童鞋会被举报的哦！</strong></p></section></section></section></section><section class="" style="width: 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class="" style="border-color: white;width: 1.6em;height: 1.6em;border-style: solid;border-width: 1px;font-size: 15px;line-height: 1.5em;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;">多</p></section></section></section></section></section><section class="" style="display: inline-block;vertical-align: top;width: 25%;box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;font-size: 10px;box-sizing: border-box;"><section class="" style="padding: 4px;display: inline-block;background-color: rgb(247, 177, 32);box-sizing: border-box;"><section class="" style="border-color: white;width: 1.6em;height: 1.6em;border-style: solid;border-width: 1px;font-size: 15px;line-height: 1.5em;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;">精</p></section></section></section></section></section><section class="" style="display: inline-block;vertical-align: top;width: 25%;box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="margin-top: 10px;margin-bottom: 10px;font-size: 10px;box-sizing: border-box;"><section class="" style="padding: 4px;display: inline-block;background-color: rgb(247, 177, 32);box-sizing: border-box;"><section class="" style="border-color: white;width: 1.6em;height: 1.6em;border-style: solid;border-width: 1px;font-size: 15px;line-height: 1.5em;color: rgb(255, 255, 255);box-sizing: border-box;"><p style="clear: none;margin: 0px;padding: 0px;box-sizing: border-box;">彩</p></section></section></section></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;" powered-by="xiumi.us"><section class="" style="box-sizing: border-box;"><section class="" 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