目次一、问题的提出二、中国广告产业存在的问题(一)中国广告产业繁荣背后的危机(二)中国本土广告公司的生存状况三、中国广告产业是否需要政策调控(一)广告产业的双重性质与国家宏观调控(二)国家对广告产业实施宏观调控的理论依据(三)国家对广告产业实施宏观调控的思路四、中国广告产业如何进行宏观调控(一)广告产业需要政策扶持的领域(二)国家产业政策调控的具体方式五、结语 Second, the problems in China’s advertising industry (A) the crisis behind the prosperity of China’s advertising industry (B) the survival of China’s domestic advertising company Third, China’s advertising industry needs policy regulation (A) of the dual advertising industry Nature and Macroeconomic Control of the State (II) Theoretical Basis for the State to Implement Macroeconomic Control over the Advertising Industry (III) Thoughts of the State on Macroeconomic Regulation and Control of the Advertising Industry IV. How to Carry out Macroeconomic Regulation and Control in China’s Advertising Industry (I) Areas in which the Advertising Industry Needs Policy Support Second, the specific mode of national industrial policy regulation V. Conclusion