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我国加入WTO后,广告业发展环境将会发生哪些变化,这是当前广告业普遍关心的话题。虽然看法各异,但相当多的人认为“入世”以后中国广告业将面临强大的冲击,而我国广告业发展历史较短,十分脆弱,担心市场地盘陷落,广告经营滑坡。这种顾虑是否反映出加入WTO的客观实情呢?我们要做冷静的思考和分析,准确地把握影响领域、特征与程度。这既是加深对“入世”全面认识的需要,也是我们采取积极对策以适应经济大环境的重要前提。
After China’s accession to the WTO, what changes will happen to the advertising industry development environment, which is the topic of general concern to the current advertising industry. Although the views are different, a considerable number of people think that China’s advertising industry will face a strong impact after its accession to the WTO. However, the development history of China’s advertising industry is relatively short and fragile. It fears that the market will fall and the advertising business will decline. Does this kind of concern reflect the objective reality of China’s accession to the WTO? We should calmly think and analyze and accurately grasp the area of influence, characteristics and degree. This not only deepens the need for a comprehensive understanding of “joining the WTO,” but also an important prerequisite for us to take active measures to adapt to the economic environment.