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中国加入WTO是影响我国经济和社会生活的重要事件,广告业也不例外。广告,在中国是一个相对年轻的行业,其整个发展历程与中国改革开放基本同步。上海的广告业当然也面临机遇与挑战并存的新的发展环境。就机遇而言,吸引外资,将充实我国广告市场的实力;引进先进技术、管理方式和培养人才,将为上海广告业的长期发展打下坚实基础;与国际惯例接轨,必须促进公平竞争环境最大限度的实现;对上海乃至全国良莠不齐的广告经营单位也是一次优胜劣汰的加速大清理。就挑战而言,主要在于将会加重本土广告业的竞争压力和生存危机。可以预见,入世之后相当一段时期内,本土广告业生存空
China’s accession to the WTO is an important event that affects our economy and social life. The advertising industry is no exception. Advertising is a relatively young industry in China, and its entire development process is basically synchronized with China’s reform and opening up. Of course, the advertising industry in Shanghai is also facing a new development environment in which opportunities and challenges coexist. In terms of opportunities, attracting foreign investment will enrich the strength of China’s advertising market. The introduction of advanced technologies, management methods and personnel training will lay a solid foundation for the long-term development of Shanghai’s advertising industry. In line with international practice, it is imperative to promote the maximum fair competition environment The realization of the good and the bad in Shanghai and even the advertising business unit is an accelerated survival of the fittest elimination. In terms of challenges, the main thing is that it will aggravate the competitive pressures and survival crises in the local advertising industry. It is foreseeable that after a long period of WTO accession, the local advertising industry will survive