| The modern advertising agency system originated from Europe and America, which is the foundation for the healthy development of western advertising industry. Modern advertising agency system (MAAS) possess huge importance in the hundreds years history of the western advertising. China drew into MAAS as regulations in 1993, in order to use the effective system, which had been proved by some western countries, to raise the weak position where china was and make the advertising system of china healthy and integrated into the global advertising market.Though after 10 years, the present situation is sad. Under the surface of the turnover and scale of china advertising market been grown up and expanded year by year, the contribution of the MAAS to the prosperity of local ad industry is almost "zero"! As the huge change in Integrated Marketing Communication (IMC) and social consuming structure, and the opening of the local market to the outside world, many foreign advertising group intruded into china, which brought about the unprecedented complexity and chaos of the local advertising industry. Under the impediment of so many forces, the MAAS that china drew into decades ago has gradually collapsed in recent years.By disclosing the present situation of the collapse of the MAAS in china, this article will take a further step to explain the deep crux clearly. Against the background of todays complicated advertising environment, this article will also address the necessity of the re-establishment of the MAAS of china, and brought about the analysis of relevant government policies. On the level of microcosmic, it advocates give up the enforced implementation of the MAAS, and re-establishing the healthy relationship among the three parties by making the local advertising companies stronger.After re-establishing, the MAAS as a regulation would be abandoned, than the new regularized and rationalized advertising structure will emerged in the local advertising market. |
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