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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。
Advertising as a modern enterprise commonly used methods of promotion, the content of the design and the form of planning all reflects the corporate culture, and its specific advertising marketing behavior is a direct reflection of the company’s planning mechanism and decision-making mechanism, the advertising itself The problems that exist are often the concentrated reflection of all kinds of problems in business management. This article starts with the analysis of state-owned advertising marketing activities, examines the internal management mechanism and points out the drawbacks of the development of state-owned enterprises. Emphasizing that state-owned enterprises without a sound internal management mechanism, there can be no effective advertising and marketing activities, but also impossible to have good economic and social benefits.