由于政治、经济、地理位置等因素,中国广告业从开放以来,一直就是北京、上海、广东三足鼎立。广告行业的发展是源于市场的发展,三地广告业的领先地位也正是市场成熟度具体表现的一个方面。得益于首都政治文化中心的地位,北京有着强势媒体的优势,但随着市场化的运作,这种优势资源对全国广告行业来说已经基本实现共享。而对于上海广告业来说,业界普遍认为其国际化优势比较明显,其实就本土广告公司而言,随着市场的开放,国际广告科学管理理念的渗透,以及自身对广告属性的把握,上海的本土广告公司这几年取得了不俗的表现,以上海广告有限公司为代表,已经逐渐向国际广告公司看齐。相对来说,上海广告国际化优势比较明显,上海市近两 Due to political, economic, geographical location and other factors, China’s advertising industry has been the three pillars of Beijing, Shanghai and Guangdong since its opening up. The development of the advertising industry is due to the development of the market. The leading position of the three advertising industries is also one aspect of the specific performance of the market maturity. Benefiting from its status as a political and cultural center in the capital, Beijing has the advantage of a strong media. However, with the operation of marketization, this advantageous resource has basically been shared with the national advertising industry. As for the Shanghai advertising industry, the industry generally believes that its internationalization advantages are obvious. In fact, as far as local advertising companies are concerned, with the opening up of the market and the infiltration of international advertising and scientific management concepts as well as their own grasp of advertising properties, Shanghai’s In recent years, local advertising companies have achieved good performance, with Shanghai Advertising Co., Ltd. as the representative, has gradually become acclaimed international advertising companies. Relatively speaking, Shanghai international advertising advantage is obvious, Shanghai nearly two