The Research On Strategies Of External Propaganda Of High & New Technology Enterprises

In the era of knowledge economy, the High & New Technology Enterprises become the important part of pulling the economy and society develop rapidly. Along with the global expanding and development of industry economy of China, the circumstance of competition about brand, products, services and so on formed. At the same time, because of the products which are rich in high science & technology, customers are hard to evaluate the profits of products. Therefore, the High & New Technology enterprises have to disseminate the knowledge and guide the thoughts of consumption to customers. To enterprises, external propaganda as a kind of behavior of market, how to run this job effectively is important to the High & New Technology Enterprises which propose the unique strength of science & technology, and is the real and unavoidable problem to the employees of external propaganda. At present, Owing to the research on external propaganda of High & New Technology Enterprises is few, the research is necessary and important.This article defined the external propaganda of High & New Technology Enterprises from the four factors of communication model of Lasswell to distinguish from normal enterprises, like communicator, information, media, audience. Through the samples of some High & New Technology Enterprises home and abroad, it concluded the president situation of High & New Technology Enterprises and raised some strategies against the problems of external propaganda of High & New Technology Enterprises.Compared to the normal enterprises, the article quoted the classic model of communication course—Lasswell model and found that the communicator of High & New Technology Enterprises contained the researchers and customers except for the employees of external propaganda; the information contained the brand, the introduction of efficacy, relevant science & technology information and guidance of thoughts of consumption; the media include the industry media, exhibition, market activity and mass media like TV, WWW which disseminate the brand; the audience focused on industry customers and the normal.Through the research, The article found the High & New Technology Enterprises use the news, ads, market activities, exhibition and events-marketing to propaganda. The propaganda shows some characters: the sense of external propaganda is forming increasingly, the brand and technology information of products are the key points of external propaganda, the medias go from industry audiences to famous medias, the communicator are declined to invisible propaganda, the contents of external propaganda is changed in the different times.Although there are so many developments in the external propaganda of High & New Technology Enterprises, some problems existed. For example, the organization of propaganda is set unreasonable, the enterprises input a few money on propaganda, the system of propaganda is lack of the integrity, the attendance is low, there are some faults on strategies of medias and so on. The article believed that the High & New Technology Enterprises should convert the thoughts of external propaganda, like strengthen the administration to propaganda the enterprise all-round; enlarge the communication models, especially focus on personal communication and organization communication, pay attention to the use of new media and master the agenda setting, optimize the strategies of media set and so on.