2010年第二季度,中国的GDP总额超越日本,成为全球第二大经济体,中国大国化进程不断加速。广告业是经济的传感器,是中国大国化的镜像。一方面,“大国化”激发了更多的广告需求;“大媒体”催生了新的广告平台和产品体系。另一方面,由于广告业本身存在着盈利能力逐渐丧失和业务基础严重动摇等问题,造成了广告业在应对大国化的变革之时存在着诸多纠结。本文将以当前中国大国化进程为背景,全面分析广告业面临的机遇和问题,在此基础上,就未来中国广告代理业的营销体系、传播体系和文化体系的调整与重构进行深入思考。 In the second quarter of 2010, China’s gross domestic product surpassed Japan to become the second-largest economy in the world. The process of its nationalization accelerated. The advertising industry is an economic sensor and a mirror image of China’s big power. On the one hand, “big country ” inspired more advertising needs; “big media ” gave birth to a new advertising platform and product system. On the other hand, due to the fact that the advertising industry itself has gradually lost its profitability and the business foundation has been seriously shaken, the advertising industry has many tangles when it comes to responding to the change of the great nation. Based on the current process of nationalization in China, this article analyzes the opportunities and problems facing the advertising industry in an all-round way. On the basis of this, this article will consider in depth the adjustment and reconstruction of the marketing system, communication system and cultural system of China’s advertising agency in the future.