Enterprise External Propaganda Strategy

Enterprise, as micro-basis in macroeconomics and main body in market operation, is one of the most important elements in economic report. Nowadays, with the improvement of the marketization since China has become a member of WTO, domestic enterprises will compete the same market each other and also with international ones. Therefore, the study on enterprise external-propaganda is need of necessity and urgency.The thesis subdivides the modern enterprise external propaganda into enterprise press release, enterprise advertisement propaganda, enterprise public relations and event marketing, colligates the basic theories of following subjects: transmission, journalism, sociology, public relations, enterprise administration and enterprise marketing, etc.; confirms its research target, fundamental features and main strategies and forms a new whole frame for studying enterprise external propaganda.From the perspective of analyzing the strategies of enterprise news plan, the thesis focuses on contents, occasions for enterprise news release, concludes variety of unique techniques of enterprise news language by comprehensive analyzing on its contents, language and expression style. Furthermore, the thesis analyzes the enterprise advertisement medium deeply not only theoretically but practically, as well as what contents should be included. Creating a sound external relations environment is the core of the enterprise external public relations, the thesis tries to investigate into how to build and maintain the relationship between enterprises and governments, customers, confreres, medium and communities. It indicates that enterprise public relations should break those conventions, rather, it should be blended into public daily life naturally and subtly. Moreover, based on cases newly come up in 2008, this thesis stresses the analysis of information transmission systems adopted by enterprises in face of crises, and puts forward four suggestions: one is to establish outward information channels; second is to grasp its appropriate degree; third is to effectively guide its transmission; last is to ensure its consistency. In addition, the thesis puts forward some effective strategies for enterprise event marketing such as the combination of events with the brand of the enterprise, grasping opportunities for events, calling for more potential customers'participation, all-round transmission for events, emphasis on public welfare of events, etc.