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本文针对在激烈竞争中的广告市场和我国广告代理制的现状进行研究,提出了我国广告业必须走与国际4A广告公司的联合之路,逐渐形成中国特色的广告运作、创新和发展之路,为广告主提供最好的广告代理服务,从而形成我国自己的广告代理制的新模式。
In this paper, we study the situation of fierce competition in advertising market and the status quo of China’s advertising agency, and propose that our country’s advertising industry must take the joint road with international 4A advertising companies and gradually form the way of advertising operation, innovation and development with Chinese characteristics. To provide advertisers the best advertising agency services, thus forming our own advertising agency system, a new model.