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——宣传是市场竞争的重要手段。宣传是扩大社会形响,增进人们了解、传输某种观点,从而达到一定目的的信息载体。科学掌握、正确运用这一手段,能起到事半功倍的效果。1991年,汇丰商业大楼用于宣传广告费5万元,当年实现零售营业额2200万元,企业处于亏本状态。1992年广告费增加到50万元,全年实现近6000万元零售额。企业盈利300多万元。同样的企业,同样的设施,投入宣传的费用不同,产生的效果也不一样,宣传的重要性,由此可见一斑。尝到了这个甜头,使企业能更自觉的运用这一手段。金阊商业局在1992年曾规定,凡下属
- Publicity is an important means of market competition. Propaganda is an information carrier that expands social soundings and enhances people’s understanding and transmission of certain viewpoints so as to achieve certain goals. Scientific mastery and correct use of this method can have a multiplier effect. In 1991, the HSBC Commercial Building was used to advertise advertising expenses of 50,000 yuan, and when retail sales reached 22 million yuan that year, the company was in a state of loss. In 1992, advertising expenses increased to 500,000 yuan, and nearly 60 million yuan retail sales were realized throughout the year. Corporate profits more than 300 million. The same companies, the same facilities, the different costs of propaganda, and the effects they produce are different. The importance of publicity is evident. Taste this sweetness, so that companies can use this tool more consciously. The Jinchan Commercial Bureau stipulated in 1992 that all subordinates