(八)广告业三大主体关系继续变化媒介加强广告经营,广告业三大主体关系继续变化。所谓广告业的三大主体关系,一是广告公司,一是广告主,一是媒介。在中国,过去很重要的一个特点是主要以具有很强市场控制能力的媒介为主;但在国际广告市场,则是广告公司占主导地位。就中国的目前现实来讲,三者之间的关系还很不平衡。总的来看,是弱者求强者。弱小的企业,既 (VIII) Continuation of changes in the relationship between the three major subjects of the advertising industry The media will continue to change the relationship between the three major entities, including advertising and advertising. The so-called advertising industry’s three main relationships, one advertising company, one advertisers, one media. In China, a very important feature of the past was mainly media with strong market control ability. However, in the international advertising market, advertising companies dominated. As far as China’s current reality is concerned, the relationship between the three is still very uneven. In general, the weak are strong. Weak business, both