|
Green mixed, emerging food safety incidents, which makes the tarnished image of green food, green food consumers a sense of trust greatly reduced, while the real green affected, can not be recognized by consumers. Therefore, enterprises remodeling green good brand image is very important, both related to the safety and health of people on the table, related to the green market orderly, but also represents the company in the homogenization of green to highlight their differences in . The ultimate goal of public relations is to establish a good image of the organization, and the image is essentially a symbol. This article from the perspective of symbolic consumption, Baudrillard draws on symbolic perspective - things have to be signed in order to become objects to be consumed. Because green is unique, so this symbolic content on Baudrillard was expanded, that is no longer a symbol of green food such as Baudrillard, random, and symbols can not be merely been given, green symbols First, you must ensure that the content is safe and healthy green food, on this basis only explore this symbol represents a safe and healthy and sustainable lifestyle, a spirit of abundance, as well as cultural significance it carries. So This article explores how companies through public relations approach to reshape green brand image, essentially through public relations to construct green with visibility, reputation and recognition of differences symbols. This paper mainly discusses the business through public relations approach to shape green brand image content, which includes corporate brand image shaping the green precondition enterprises in the face of consumers, the media, government and non-governmental organizations and other external and internal public when the public , how public relations methods to achieve the build green symbol and win consumer trust and so on. Note, however, companies build green brand image just corporate earnings and self-discipline integrated products, green food brand image formation and maintenance not just rely on the enterprise side can be formed overnight, which requires companies to self-regulation, government regulation, consumer who own, legal protection and other multi-pronged approach in order to achieve the best results, form the most stable green symbols.
|