宣传也是生产力不断提高竞争力,是企业长盛不衰的要诀。如果把设备、厂房、资本、人员、产量、利润等比作企业竞争力的硬件或硬实力,那么,以组织模式、行为规范、信誉、品牌意识、服务理念、技术与管理创新能力等为基本构成要素的企业文化就可以视作企业竞争力的灵魂,即软件或软实力。后者虽然看不见、摸不着,却是影响企业竞争力 Propaganda is also a productive force that constantly increases competitiveness and is a key to business growth. If the equipment, plant, capital, personnel, production, profits, etc. as the competitiveness of enterprises hardware or hard power, then the organizational model, code of conduct, credit, brand awareness, service concept, technology and management innovation as the basic The components of the corporate culture can be regarded as the soul of the competitiveness of enterprises, that is, software or soft power. Although the latter can not see or touch, it affects the competitiveness of enterprises