有位企业家曾就产品质量与广告宣传作过十分形象的比喻,他说:如果把产品质量比作企业的机身的话,那么,广告宣传便是企业的翅膀;只有不容置疑地把翅膀插在机身上面,才能达到产品腾飞的目的。遗憾的是,在现实中,不少企业,只认识到了产品质量这个机身的作用,却未能领悟到广告宣传这个翅膀的功能。有家国有企业,在狠抓产品质量方面算得上一个高手,他们手中的五个产品,质量荣誉最低的一个也是十分令人钦佩的“省优”。然而,他们在市场营销角逐中却打了败仗。究其原因,就在于该企业在广告宣传方面做了弱者,他们不是拿不 One entrepreneur once made a very graphic metaphor for product quality and advertising. He said: If the quality of the product is compared to the body of the company, then advertising is the wings of the company; only wings can be indisputably inserted. In the fuselage, to achieve the purpose of product soaring. Unfortunately, in reality, many companies have only realized the role of the body of product quality but have failed to comprehend the function of advertising this wing. State-owned companies have a mastery in the quality of their products. The five products that they have in their hands have the lowest quality honors and are also very admirable. However, they were defeated in the marketing competition. The reason is that the company has done a weak job in advertising, they are not