企业炒作是指企业有目的、有计划、有步骤地借助各种传播媒介,在短时期内造成某种气势或舆论,以吸引公众注意力、影响公众态度和行为的传播活动。真实而适度的炒作不但能引导消费,而且能使企业自身获益匪浅。炒作过程中要讲究战术和运用智慧,企业管理中的炒作才会发挥最大作用。 Corporate hype refers to the purposeful, planned and step-by-step approach of using various media to create a momentum or public opinion in a short period of time in order to attract public attention and influence public attitudes and behaviors. Real and modest speculation will not only guide consumption, but also make the company itself benefit. Hype should pay attention to tactics and the use of wisdom in the process of hype, business management will play the biggest role in speculation.