Government Relations In The Build The Zhejiang Brands

With the establishing and development of the socialism economy, the function of the government has changed a lot, and it's not proper just to solve the problem through traditional measures and legislations, therefore, there is a need of modern management based on"human-oriented"concept. One of the modern managemet measures to meet the needs of the new society is to enhance the public relations awareness of the governors and improve their practising levels on public relations. Nowadays, Zhejiang Merchants Brand has developed rapidly, which is also a requirement for the govenments to improve their practising levels on public relations. Through the government's public relations, the Zhejiang Merchants Brand can improve their value further, and becomes to be the representatives of China merchants after the reforming and open and going all around the world, whereas, the governments themselves are improving their images through this.The govennent's public relations are identified as a series of the governments'actions to carry on their policies, coordinate the relations inside and outside the government, and set up their good images. During the past 20 years, the development of public relations in China has been mainly reflected in the vigor and deepening of the enterprise's public relations, however, the government's public relations, which is as significant, are still facing the problem of lacking of practising and theory research. With China entering into WTO, it has been an urgent problem for China governments to enhance the communication with the publics and establish a good image among the societies home and abroad, so it becomes very important for them to go in for theory research on governments public relations. On the other side, brands are becoming more and more important as the development of the market economy. Brands are considered to be valuable, which is not only a part of social resource, but also a type of intangible asset. Recently, the market competition has got up from products competition to bands competition. The enterprises need to improve their competitive abilities by broadening their minds to integrate brands into marketing.As for Zhejiang Merchants Brand, it's made by the Chinese ourselves, and it has become the representative brand of Chinese entrepreneurs. This essay pays an emphasis on analysis of the significance and measures of the governments in the forming and developing of Zhejiang Merchants Brand as the following. Firstly, to publicize Zhejing Merchants Brand; secondly, to enhance it; thirdly, to establish its good faith and improve its intrisic value; forthly, to encourage the merchants to change their images into a better one which can step into a new road of development; fifthly, to help the merchants to practise public relations in adversities; sixthly, to help it to go up from the brand of"made in Zhejiang"to Zhejiang invention,etc..Through the public relations strategies above, the Chinese governments are improving Zhejiang Merchants Brand into a more competitive brand and becomes to be the representative of Chinese entrepreneur stepping into the world market, which provides a favorable conditions for our country to deepen the socialism market economy reform, to constrcut a harmonious society, and therefore, for our country to stand erect in the world.