摘要
广告作为现代企业常用的推广方式,其内容的设计和形式的策划无不反映了企业的文化取向,而其所采取的具体的广告行销行为更是直接反映了企业的计划机制与决策机制,广告本身存在的问题往往就是企业管理各类问题的集中反映。本文从对国有企业的广告营销行为的分析入手,考察其内部管理机制,指出桎梏国有企业发展的弊端。强调国有企业没有良好的内部管理机制,就不可能有有效的广告营销行为,同时也就不可能存在良好的经济效益和社会效益。
The advertisement, as the modern enterprise's commonly used popularization way, the design of its content and planning of the form have reflected the cultural orientation of enterprises invariably, and the concrete advertising marketing behavior adopted reflected directly its mechanism of management. Even more, some superficial questions of the advertisement are often the concentrated reflection of all kinds of questions of business administration. The drawback in development of the state-owned enterprise is pointed out on the basis of analysis of the advertising marketing behavior and inside mechanism of management of the state-owned enterprise.It is emphasized that if it doesn't have a good inside mechanism of management, the state-owned enterprise will not be able to have effective advertising marketing behavior and notable economic & social benefit.
出处
《兰州交通大学学报》
CAS
2004年第5期56-58,共3页
Journal of Lanzhou Jiaotong University
关键词
广告
营销行为
国有企业
管理机制
advertisement
advertising behavior
state-owned enterprises
mechanism of management
