随着国际社会对控烟的日益关注,控烟框架的生效,许多国家都随之出台了相关的法律法规,限制烟草产品的广告和宣传。这使得烟草产品和企业的宣传受到更严厉的局限。除了做软文宣传外,进行公益和赞助活动是烟草企业打造自身形象、赢得社会赞誉,从而被公众所熟悉与接受的一个重要途径。具体而言有投资公益如下功用:第一,树立公司良好形象,为开拓市场打下良好基础。第二,造就公司企业文化,增 With the growing concern of the international community on tobacco control and the entry into force of the tobacco control framework, many countries have introduced relevant laws and regulations to restrict the advertising and promotion of tobacco products. This has led to tougher restrictions on the promotion of tobacco products and businesses. In addition to doing soft paper propaganda, conducting public welfare and sponsorship activities is an important way for tobacco companies to create their own image and gain social acclaim so that they are familiar and accepted by the public. Specifically, there are the following functions of investment public welfare: First, establish a good corporate image and lay a good foundation for market development. Second, create a corporate culture, increase