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.