The Study On The Problems Of China's Advertising After Entering Into Wto

The opportunity and challenge always come together.The economic globalization is the objective law and the irresistible tendency ofthe global economic development, which people can only use but not go against, soChina's entering into WTO is an inevitable choice for being part of the world economy.With the improving of science and technology, the transmission technology isdeveloping forward; especially the information highway based on the Internet greatlychanges the means and concept of marketing. The knowledge economy is comingcloser and the transnational corporations play more and more important role in theworld economy. These economic, technological and social environmental changesenrich and enlarge the deep meaning of advertisement that is considered as thebarometer of the society so the nature, structure, means and functions of advertisingalso adjust and change accordingly. Working as the link in the whole industry,advertising has already permeated into every corner of the national economy, so thedevelopment of advertising is helpful to promote China's market economy developinghealthily. But while the advertising and the market economy supplement and helpeach other, the former one relies on the latter one quite strongly with weakness inside.With the deepening of the reform of opening to the outside world, China's advertisingrecovered itself and developed initially. But compared with the transnational corporations, the domestic advertising companies are still lag quite far behind.Entering into WTO will cause profound influence to China, which will definitely bringstrong impact to China's advertising. But as only as it seizes, in the allowabletransitional period, the opportunity to make the necessary adjustment by strengtheningthe administrative power of the relative monitoring department on the one hand and it'sown strength on the other hand, it can benefit from that on the whole. Onlyadvocating the protection of national industry may result in the protection ofbackwardness, which is, in fact, bad for the advertising and the other departments aswell. Since the time of entering into WTO is coming closer, the advertising insiderspay great attention to how to better use this "two-blade sword" so that China'sadvwhsillg can full play itSelf tO work as the fOrerenner for China's market economy,esPecially fOr establish the national famous brand names. This thesis, from the angleof the developmat and trgnsmutation of China's advertising and in the way ofcomParison, stodies and analySes its development after entering illto WTO andconducts Wer discussion based on that.This thesis is divided intO three chaPters.The first chaPtee after giving the related methOd, theory and meaning of thestUdy, Presots the backgrOund of China's advertising and its characteristics and thechallenges it must fase after enering into WTO.The second chaPter analyses the crmt situation of China's advedising andcomPares tha with the worid advotising in some asPects. In addtion to that, it alsodescribes the curred situation of China's numerous advertising comPanies that arefasing various difficulties and analyses the causes of the sitUation.Begiwhng with the theoretical reform of advertising, the thrd chaPter predictsthe changes that China's advedising may experience after entering into WTO andpoints oot its task of establishing the national brand names. The relatve measures thatChina's advedising comPanies should take for further develoPment are also putrorward.