Study On High - Tech Enterprises' External Communication

With the rapid development of new-high technologies,which are changing the way that people live and work unconsciously,many new characteristics appear in the economic market. For example,it usually takes a longer time for the products with high technologies accepted by the market than the traditional products,because they seem new or more complex. Based on the analysis of the characteristics of high-tech enterprises,this thesis gives an introduction to the function of the external communications and indicates the difficulties that the high-tech corporations face in terms of external communications currently. And then,the relationship between high-tech enterprises and their customers is discussed. Differently from the traditional corporations,the high-tech enterprises should put emphases on target publics,not general publics,by surveying the public's opinions or educating the consumers with high tech knowledge. High-tech enterprises should make good use of scientific communications,corporate image communications and attachment communications. Integrated Media strategy,an effective means for external communications,is put forward to the high-tech enterprises. At present,person-to-person communication is the most effective way to interact between high-tech enterprises and their external publics.