Strategic Research, Based Green Public Relations To Enhance The Corporate Image Of Dairy Products

Stepped into 21th century, the public consumers pay more and more attention to the secure life and health problems as their living standards increase. Being an indispensable part of the public's daily recipe, the dairy products are getting more closely related to the consumers'interests. However, in recent years, the serious quality problems found in domestic dairy products impair the consumers'health and life badly. More over, some relevant companies lose social responsibility, faithfulness and morality, which bring trust crisis to the whole domestic diary industry, destroy the enterprises' image in the overall inland market and give away a large market share to the foreign competitors.Therefore, the author proposes the research frame of Green PR based on the Public Relation researches. As a type of strategic PR, Green PR temporizes the global green consuming trend. With virescence of the PR activities, Green PR combines the green-focus and healthy concepts into enterprises' PR functions and influences the enterprises' open actions from the sustainable ecology and economy aspects. Green PR chooses the media with"green"characteristics as a disseminator and establishes the "green" image for the enterprises to re-gain the trust and support of the public, which will equip the domestic dairy industry with sustainable competitive advantages.Based on the theories of integrated marketing, corpration social responsibility and enterprise image, this thesis studies the important role which Green PR plays in enhancing the enterprise image of the domestic dairy industry. With analysis of the industry's current situation and its consumers'green requirements, the solution is landed that the domestic dairy companies should build-up their"green"enterprise image by adopting Green PR– a brand new PR concept and marketing model. Thereby, the domestic dairy enterprises may lock in competitive edge to enlarge their market share gradually and realise the sustainable development mission sooner in the modern dairy market which is full of knowledgeable and investigative consumers.