Enterprises Report Strategy Study

Chinese enterprises, developing the market-oriented socialist economy, pay much more attention to the mass media than before. Besides commercial advertisements, today more enterprises attach great attention to business report practices gain notable results. To issue its economic dynamics and product information on the media is a close and reliable way for an enterprise to communicate and contact with consumers (market).The thesis first review the content and characteristics of the business report, compare it with enterprise advertisement and public relations in crisis, and gives a big touch on the analysis of its function and significance. Secondly, by using the concept edia power? the thesis reveals the interactive relationship between business report and mass media and describes the theories and realities of the inter-cooperation between them. further on, thesis develop analysis of the business report strategy, systematically discuss different means and basic strategies for an enterprise to strengthen its business report from aspects such as setup of the enterprise media credit, ensuring of report investment, building-up of the correspondent team, and enhancement of planing consciousness.The thesis scans report strategies of some known enterprises like Baiyun International Airport, China Southern Airlines and Legend Group based on many real cases. It emphasizes the necessity to take advantage of mass media on business management strategy in the gradually more fierce market competition.