After China's entry to WTO, in the face of the periodicals chances and challenges, people should use the countermeasures as follows: develop advertising strategy, formulate advertising plans and work hard to execute sales promotion. 提出加入WTO后中国科技期刊面临的机遇,以及严峻形势下广告运作应当采取的对策:发展广告策略,制定广告计划,下大力气开展发行促销活动。