中国“入世”指日可待。前些年,跨国广告公司在进军中国广告业的过程中,尽管表现出环节多、反应慢,不熟悉中国国情的弱点,但其高水平专业性运作和强大的资源实力仍显现出这些公司的强势。而“入世”后大举进入的跨国广告公司其弱点会逐步淡化,这无疑使国内包括湖南广告业将面临更严峻的挑战。广告服务业要向企业化迈进一直以来,无论业内业外,都似乎有一种约定俗成的概念:广告公司是服务业中的一个行当。于是,面对企业,广告公司是客体,作不得主;而面对市场,广告公司又是主体,在传播上应该作主。尴尬的地位和服务业的生存哲学,导致广告专业和广告主权发生冲突时,专业只能屈从权力的决定,服从生存的需要”。许多业内人士都深有同感。 China’s accession to the WTO is just around the corner. A few years ago, multinational advertising agencies in entering the Chinese advertising industry, despite showing many links, slow response, are not familiar with the weaknesses of China’s national conditions, but its high level of professional operation and strong resource strength still shows that these companies Strong. However, after the accession to the WTO, multinational advertising companies that have entered the mass market will gradually weaken their weaknesses, which undoubtedly will make the domestic advertising industry in Hunan, including the Mainland, will face even more severe challenges. Advertising services to the enterprise forward All along, regardless of the industry, there seems to be a conventional concept: advertising agencies is a service industry. Thus, in the face of business, advertising companies are the object, can not be the master; and the face of the market, the advertising company is the main body, should be in the dissemination of the main. Embarrassed status and service philosophy of survival led to the advertising profession and advertising sovereignty conflict, the profession can only submit to the power of decision, subject to the needs of survival. "Many in the industry are deeply agreeable.