本文从我国实行改革开放政策后,广告业所发生的多方面的变化,提出了加强广告经营研究的必要性。广告业发生的变化表现在:广告经营额的大幅增长;广告经营公司和从业人员的数量扩大;广告表现形式的丰富多变;广告运作理念在广告实践中的深化;广告公司组织形态的变化;广告市场主导角色的转换;以及相关法规和竞争环境的变化。本文由这些方面来构架和阐述。 This article from the implementation of the policy of China’s reform and opening up, the advertising industry has undergone many changes, put forward the need to strengthen the advertising business research. The changes in the advertising industry are as follows: the substantial growth of advertising revenue; the expansion of the number of advertising companies and employees; the richness and variety of advertising forms; the deepening of advertising practice in advertising practice; the changes in the organizational form of advertising agencies; The dominant role of the advertising market conversion; and changes in relevant laws and regulations and the competitive environment. This article is framed and elaborated by these aspects.