冕是指古代天子、诸侯、卿、大夫所戴的礼帽,后专指帝王的礼帽。借新闻传播媒介之冕,提高产品声誉和身价的经营谋略,称为“借冕播誉”。“借冕播誉”的实现,离不开电视、广播、报纸、杂志等新闻宣传媒介。这些媒介传递信息快,影响面大,是引导民意的主要力量。因此,经营者常把这些媒介称之为“无冕之王”而纳入到“借冕”的范围之 It refers to the hats worn by the ancient emperors, princes, officials and doctors, and specifically refers to the emperors’ hats. With the aid of news media, the business strategy to increase product reputation and value is known as “lending credit.” The realization of “relying on credit” is inseparable from news media such as television, radio, newspapers and magazines. These media are quick to transmit information and have a great influence. They are the main force for guiding public opinion. Therefore, operators often refer to these media as “kingless” and include them in the scope of “borrowing”.