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221Vol.22No.120042SCIENTIFICMANAGEMENTRESEARCHFeb.2004X(,200433):,,,:;;::A:1004-115X(2004)01-0062-05PublicRelationsonNetandTheCommunicationMethodsYaoKai(ManagementSchoolofFudanUniversity,Shanghai200433)Absracts:PublicRelationsonNetisthenewtrendofModernPublicRelations,Andbecomethefocalpointofstrategyformodernenterpriseandmultinationalcorporations.ComparativewiththeconventionalPublicRelations,thecontent,history,rulesandcharacteristicsaregiveninthispaper.Andinthispaper,themainnarrowcastingcommunicationmeth2odsareputforwardsimportantly.Keywords:PublicRelationsonNet;communicationMethods;NarrowcastingCommunication1,20,20,,,,,WTO,,(PublicRelationsonNet),(Internet),,,,5000,38;5000,13;1995,,19994240,112,161%X:20031010:,,,,,,,,,,,,2211,,21111,,,21112,,24,21113,,,21114,,,,21115,BBS,,,,,21116Internet,:,,,21221211,,,,,,,,,,,,,,,,,,21212,,,,;;,,361,,,,,,,21213,,,,,,,21214,,,CISCO:,,,,,,21215,,,,3Internet,,,()(e-mail)(BulletinBoardSystem),,311(),,240,,,,,,,,,,CNN24,,,,,(),,312,,,,,,,,,,,4622:,,,;,,,,,,,,,313,E-mail,,,,e-mail,Internete-mail,,,E-mail,314,,,,,315(BBS)BBS,Internet,BBS,BBSBBSBBSBBS,,,BBS,,BBS,,,,4,,,,,,411,,,,,,,,,,,,,,,,,,,,,;,,412,,,561/,,,(annualreport),,,,,,,,,,,,,,,,,,20017A,,,,4,413,,,,,,:,,,,,,,,,,,;,,/,,,414,,,,,,,,,,:1()P1(FraserP1Seitel)1M1,200421M1,200131M1,200341M1,2001(57):11,M1,,1996:6410921J1,2000(10)3JensenRichardandThursbyMarie1ProofsandPrototypesforSale:TheLicensingofUniversityInventionsJ.Ameri2canEconomicReview,March2001,91(1),pp.240-2604Fombrun,CharlesJ.Reputation:RealizingValuefromtheCorporateImageJ.Boston:HarvardBusinessSchoolPress,1996,pp.866622