现代促销法宝——广告

Advertising——A Modern Impelling Means

本文从广告学的基础理论入手,认真分析了中国广告业的现状及落后的原因,从五大方面分析了广告功能不能充分发挥的原因。提出随着经济体制改革的不断深入,商品经济的不断渗透、发展,“好酒不怕巷子深”的传统经营思想已不能适应形势的要求,现代促销手段必将取而代之。广告作为现代促销手段之一,作为企业的无形资源,终将被企业视为促销的法宝。

With the basic theory of advertising,the article analyses the present situation and the reasons of backward state in China' s advertising industsies. The reasons are given in the article from the five principlal aspects. With the further development of reforms in economic system and commercial economic infiltration, traditional methoeds of management, such as'Goodwine can attract people to the remote place',are out of date. It should be replaced by the modern impelling means. Advertising,one of the impelling means and invisible resources for enterprise, will be regarded as the treasure to enterprises.