本文分析了改革开放以来影响我国广告产业发展的四大关键性制度及其存在的问题，并提出了
广告产业制度优化的路径及策略，即实现由政府主导型向市场主导型广告管理制度的转变，以国家
广告产业园区建设为契机优化广告市场结构，鼓励和扶持媒介广告公司与企业广告公司发展，强化
对外资并购与国际媒介购买公司媒体采购活动的规制。

This paper analyzes four key systems which affect the development of advertising industry and
their problems since the reform and opening up in China, and then puts forward the paths and strategies
of China’s advertising industry system optimization, which are to implement the transition from
government-oriented to market-based advertising management system, to optimize advertising market
structure by the opportunity of constructing national advertising industry park, to encourage and support
the development of advertising agencies run by media groups and in-house agencies, and to strengthen
the regulation of foreign M&A and international media companies’ media procurement activities.