| 有效利用公益广告提升企业形象的策略研究 |
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| 引用本文： | 崔文丹. 有效利用公益广告提升企业形象的策略研究[J]. 科技与管理, 2006, 8(2): 75-77 |
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| 作者姓名： | 崔文丹 |
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| 作者单位： | 哈尔滨理工大学,经济管理学院,黑龙江,哈尔滨,150040 |
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| 基金项目： | 黑龙江省教育厅科学技术研究项目 |
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| 摘 要： | 公益广告作为一种相对较新的竞争手段，对增强企业竞争优势、提高企业形象的作用得到众多国内外企业的重视。针对我国企业对公益广告认识的片面性，为了适应全球化竞争需要，提出了我国企业应学习国外企业成功地运用公益广告提升企业形象的先进经验的观点，结合我国特有的文化和企业特点，给出了适合我国企业的相应策略。
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| 关 键 词： | 公益广告 企业形象 策略 |
| 文章编号： | 1008-7133(2006)02-0075-03 |
| 修稿时间： | 2005-11-04 |
Strategic research of improving corporate image by utilizing public service advertising |
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| CUI Wen-dan. Strategic research of improving corporate image by utilizing public service advertising[J]. Science-Technology and Management, 2006, 8(2): 75-77 |
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| Authors: | CUI Wen-dan |
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| Abstract: | As a newly competitive method,public service advertising has been taken into account by most corporations because of its impact on reinforcing competitive advantages and improving corporation image.But some Chinese corporations have misunderstandings about public service advertising.They should learn from the successful utilizing strategy of public service advertising of foreign corporations in order to adapt to the trend of globalization competition coupled with Chinese culture and corporations' characteristics,and try to find appropriate strategies. |
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| Keywords: | public service advertising corporate image strategy |
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