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城市户外广告媒体资源市场化配置是市场经济发展的必然要求,本文基于公共资源的视角,分析城市户外广告媒体资源市场化配置的寻租风险、商业风险和道德风险,通过完善户外广告管理系统,建立有效的产权交易机制,以及系统性的政府立法等,来提高城市户外广告资源的经济效益和社会效益。
The market allocation of urban outdoor advertisement media resources is an inevitable requirement for the development of market economy. Based on public resources, this paper analyzes the rent-seeking risk, commercial risk and moral hazard of market-oriented outdoor advertisement media resources. By improving the outdoor advertising management system, Establish an effective property rights trading mechanism, and systematic government legislation to improve the economic and social benefits of urban outdoor advertising resources.