创业与经营管理课程之广告投放策略探讨

Discussion on Advertising Strategies for the Course of Entrepreneurship and Business Management

广告投放策略是创业与经营管理课程教学的重要方面,也是难点之一。因为广告投放策略成功与否直接关系到企业的最终经营成果,决定企业的市场地位,所以企业一方面有在广告上出大手笔投资的冲动;另一方面,企业所拥有的资金又是有限的,紧张的,这又制约了企业的行为。同时,广告投资收益的不确定性,也使企业不敢贸然出手。这就使企业陷入两难之中。因而广告投资策略是企业经营的难点,也是我们创业与经营管理课程教学的难点。

Advertising strategy is an important aspect of Entrepreneurship and Business Management teaching.Because the success of advertising strategy is directly related to the final business results of the enterprise and determines the market position of enterprises,the enterprises have the impulse to spend a large amount of money on advertising.However,the capital owned by enterprises is limited,which restricts their investment impulse.At the same time,the uncertainty of advertising investment makes them not dare to invest rashly.This puts companies in a dilemma.Therefore,advertising investment strategy is not only the difficulty of business management,but also the difficulty of our teaching.