The Changes Of Food Brand Communication Environment And The Strategy

In the year of 2008 and 2009, there was a serious crisis in the dairy industry. According to the result of the market survey, the OMP crisis was a watershed in the brand communication effects. Between the crisis of Melamine and the OMP, there was no serious damage to the brand communication effects of Mengniu. But after the OMP crisis, there was. What the most important reason is that the severe changes happening to the brand communication environment. Brand communication environment serves as the background and premise for the brand communication system to carry out brand communication activities and provides essential conditions for the spread of brand. Consequently, it plays an obvious and noticeable role in communication effects. Political and legal element, market element as well as social cultural element are three most important integrant ones of brand communication environment.After the crisis, the changes throughout the food industry are---the Government promulgated a series of national laws and regulations to strengthen the supervision and management to the food industry; the scale of diary products market has got smaller than before and the market structure has changed. As a result, second-tier brands have started to seize the market share; Consumers have got the increasing awareness of food safety and had serious credibility crisis to the entire national brands and the food industry. Moreover, the consumers' purchasing attitudes have changed. They begin to be more concerned about food quality and safety. Confronting with the changed market environment, if we do not keep pace with the times to restructure and alter the brand communication strategy, we can only await our doom. Therefore, in the new communication environment, enterprises should strengthen self-monitoring and early warning of crisis to adapt to the change of political environment; and they should cope with the change of market environment in a responsible attitude to consumers; facing the social cultural environment's change, enterprises should resort to the rational demand rather than the emotional one when they carry out brand communication activities and give up the concept marketing strategy. Only in this way will the food enterprises be able to transform the crisis into the opportunity and thus the entire food industry can return to the benign development track.