在我国林林总总的纸质媒介中,除了各省市机关报、文献报、综合类报纸及近些年发展起来的都市报外,还有相当多的行业报,这其中又有相当一部分是面向更为特定读者群的企业报。然而,由于受众的特定性和其他因素的限制,使得这些企业报大多是个花钱而不挣钱或者说挣钱很少的单位,这在强调以经济效益为中心的市场竞争环境下似乎有些得不偿失,或者像有些人说的是“赔本赚吆喝”。那么,在市场经济条件下,究竟如何看待企业报的功效呢? 正确认识企业报的作用,企业报作为企业文化的重要载体之一,其主要功效应该是“对内提高企业凝聚力,提升员工素质,对外树立企业形象”。 企业报主要是在本企业及其本行业相关单位的特定人群中传播。它实现企业与上级及业务相关单位,企业内部决策指挥层与实际操作层、各部门之间、各于公司之间的信息传递;沟通企业管理层与企业职工的思想,培植企业文化;使企业员工对自己的企业有归属感、认同感;随着市场经济 There are quite a few industry newspapers in our country, in addition to the provincial newspapers and magazines, the bibliographic newspapers, the comprehensive newspapers and the metropolitan newspapers that have been developed in recent years. There are quite a few of them, Corporate newspaper for specific readership. However, because of the particularities of the audience and other factors, these enterprises often make money and earn no money or earn very little money. This seems to be worth more than emphasizing the market economy with economic benefits as the center , Or, as some say, “lose money and drink.” Then, under the condition of market economy, how to treat the effectiveness of enterprise newspaper correctly? Correctly understand the role of enterprise newspaper, enterprise newspaper as one of the important carriers of enterprise culture, its main effect should be “to enhance the cohesion of the enterprise, improve employee quality , Establish a corporate image of the outside world. ” Corporate newspaper mainly in the business and its related units in the industry-specific population spread. It enables enterprises and superiors and business-related units, the internal decision-making command and management level and the actual operation of the layer, between departments, all in between the company’s information transmission; communication between business management and corporate workers thinking, cultivate corporate culture; enable enterprises Employees have a sense of belonging and identity to their own businesses; with the market economy