【摘要】 审美治理思想的提出虽然是西方当代美学的社会和政治转向的结果，但同样也适合中国社会语境。近年来，店铺招牌管理是城市街道空间治理的重要内容之一，少数地方采取千店一面的统一规划，给消费者和顾客带来的是单调乏味和审美疲劳，也引发了社会各界的质疑。审美治理是社会治理的重要内容和途径，审美治理强调通过感性的审美形式内化为人的情感心理结构，达到以美育人、以美化人、以美感人、以美塑人的治理效果。城市治理者要善于运用审美治理的思维，允许商家通过个性化的符合店铺特色的招牌设计，发挥审美的经济效应和意识形态的感召力，让店铺招牌成为城市的独特地标和文化传承标志。更多还原

【Abstract】 Although the idea of aesthetic governance is the result of the social and political turn of western contemporary aesthetics,it is also applicable to the Chinese social context.In recent years,shop signboard management is one of the important aspects of urban street space governance.The numerous shops in some regions adopt signboards with unified planning,leading to consumers’ feeling of monotony and aesthetic fatigue and triggering doubts from all walks of life.Aesthetic governance is an important content and approach of social governance,which emphasizes the internalization of people’s emotional and psychological structure through the perceptual aesthetic form in order to achieve the governance effect of educating,influencing,touching and shaping people with beauty.City governors want to be good at using the thinking of aesthetic management,allow business people to design the signboard that accords with shop characteristic through individuation,give play to the appeal of aesthetic economic effect and ideology,and let shop signboard become cities’ distinctive landmark and cultural inheritance sign.更多还原