Research Into The Operation And Problems Of Advertisement Agency Mechanism Of China

The advertisement agency mechanism is the main form that is the existence in the advertising operation in the world, it is the main sign that the economic modern advertising of developed country is developed or not too. Because the advertising of our country starts relatively late, and evolve from planned economic system, in the face of new social economic development, the advertisement agency mechanism can't implement smoothly in our country, a lot of questions and contradictions exist . The key reason is that it has no standardization to the advertising agency mechanism . Direct against this question, overall analysis that the article has been made. First , this text is going to analyze and study the concept of the advertisement agency mechanism . Secondly, connection of our country current situation of advertising, it want to find out the questions of the advertisement agency mechanism in our country . The article points out that there are four important problems exist. One is the government's supervision and the perfecting of the law .Two is the system and resource of the media .The third is that whole quality of the advertising industry and comprehensive strength are generally relatively bad. Finally, on the foundation of above-mentioned analysis, the paper proposes some suggestions. To solve above-mentioned problems and pursue the advertisement agency mechanism, we must accomplish the following things: The government intervenes the implementation that the advertisement agency mechanism properly. We should proper agency fee standard that improves the advertisement agency for the business and distribute agent's commission rationally. We also build the large quantities of advertising agencies of the serving type in an all-round way with higher speed so that we can improve the professional level of advertisement of the advertising agency of our country as soon as possible. And, at last, we want to break media's organization monopolizing so as to change the situation of " the strong media , the weak company " . In the last part of the article , the paper gives an example about the advertisement agency mechanism implementing in Chongqing, it should be helpful with the smooth implementation to the advertisement agency mechanism of our country. I hope this paper can achieve this purpose to a certain extent .