国际广告公司的本土化和本土广告公司的国际化是目前中国广告行业的两大发展趋势,对广告公司来说,国际化与本土化的融合关键在于能否形成有效适应中国本土广告生态的流程。流程本是泊来品,从无意识到初步了解再到主动的导入尝试,一些主流本土广告公司经历了流程的彷徨与阵痛,但不可否认的是已有的流程体验和实践已经让部分本土主流广告公司找到了应对未来市场竞争的成 The localization of international advertising agencies and the internationalization of local advertising companies are two major trends in China’s advertising industry. For advertising companies, the key to the integration of internationalization and localization lies in the process of forming an effective adaptation to the ecology of advertising in China . The process is Bo Lai products, from unconscious to the initial understanding and then to the initiative to import attempts, some mainstream local advertising company experienced the pain of the process and pain, but it is undeniable that the existing process experience and practice has made some of the local mainstream advertising The company found a response to future market competition