The Research On Advertising Communication Strategy Of High-tech Enterprises

Process of economic globalization, many high-tech enterprises have expanding overseas markets.In the face of fierce competition situation at home and abroad,how to promote advertising communication strategy of high-tech enterprises has become a high-tech enterprise the most concern.High-tech enterprise is knowledge-intensive and technology-intensive characteristics of high investment and high income,advertising information, advertising audience and media choice is quite different with traditional enterprises.High-tech enterprise advertisement is not only the enterprise to realize the economic value of the channel, also is the spread of the enterprise technology exports.Already filled in the gap of technology with demand, has set up a bridge for the science and technology and society, but also the platform of enterprises to carry out science popularization.In order to meet consumers’rational appeal and emotional appeal,high-tech enterprises communicate science and technology information to consumers in the form of advertising, getting consumer recognition, so as to realize target market.The advent of digital new media broaden the advertising platform of high-tech enterprises,brand website setting up advertising media group, SE building a bridge of advertising communication,companies using social media for public praise, e-commerce improving enterprise’s network marketing platform.At the same time, traditional media go hand in hand, high-tech enterprise using the media to build industry reputation, during the exhibition advertising disseminating enterprise’s culture, TV media enterprising visibility.With the rise of digital new media, the change of consumer lifestyles and consumption patterns,high-tech enterprise advertisement appeared new characteristics.Advertising communication channel integration, diversification of advertising information, advertising and sales channel interoperability and target accuracy.Because of many high-tech enterprise’s advertisement has just started, the varying degree problem has existed,such as advertising media diversity is not strong,lack of advertising professionals in some enterprises, audience database integrity is poorer, some consumer advertising information technology products popularity is not high, and low online sales coverage.Enterprises should strengthen brand consciousness, improving advertising media diversity and pertinence.From the perspective of market development, high-tech enterprise should transfer from closed and professal one to a social enterprise. Building complete audience database, at the same time, strengthening advertising talents team construction.