自1994年开始,中国广告业力图建立以欧美模式的广告代理制为主的游戏规则。这一做法是因为欧美广告业比较发达,中国要与国际接轨。基于同样的想法,韩国和台湾早已向世界打开大门。但是,同样的思路,得到的却是不同的结果。韩国本土广告公司和跨国巨头分庭抗礼,而台湾本土广告公 Since 1994, China’s advertising industry has sought to establish a rules of the game based on the advertising agency system in Europe and the United States. This approach is because the European and American advertising industry is more developed, China should be with the international standards. Based on the same thinking, South Korea and Taiwan have already opened the door to the world. However, the same idea has yielded different results. South Korean domestic advertising companies and multinational giants rival, and Taiwan’s local advertising