一、挑战与机遇随着我国社会生义市场经济的建立和迅速发展,国有广告公司同其他许多国有企业一样,面临着困难和挑战。首先从外部环境看,竞争已非常激烈。中国的广告公司数量之多可称世界第一,许多非国有广告企业规模虽小,但机制灵活,没有负担,凭借某一方面的优势,非常活跃,发展很快,成为国有广告企业的主要竞争对手,主要表现在媒介代理和制作方面。 I. Challenges and Opportunities With the establishment and rapid development of China’s socialist market economy, state-owned advertising companies, like many other state-owned enterprises, face difficulties and challenges. First of all, from the external environment, the competition is very fierce. The number of advertising companies in China can be regarded as the largest in the world. Many non-state-owned advertising companies are small in scale, but they have flexible mechanisms and no burden. They rely on certain advantages, are very active, and develop rapidly, becoming the main competition of state-owned advertising companies. Opponents are mainly represented in media agency and production.