Research On The Brand Image Construction Of Food Enterprises Based On Food Safety In China

The issue of food safety concerns the commom people’s physical andmental health, which is beneficial to the people’s livelihood, thousands ofhouseholds, social harmony."Tonyred event","bird flu","Sanlu milkpowder incident" and continuously of vicious food safety incidents, withoutaffecting the people’s heart, caused people to pay great attention to foodsafety, the primary consideration so that consumers will be more and more"security" as an option to buy food. In this regard, the party and stateleaders have attached great importance to, repeatedly made importantinstructions, required strict food safety, ensure that the masses can eat on beat ease food.Lost consumer trust in food industry how to break through a tightencirclement, to gain market recognition and loyalty? With the knowledgeof food safety, consumers rational consumption and maintenance to enhancetheir awareness of the rights of the increase, and government supervision onfood safety and combating illegal efforts of food, food to the survival anddevelopment of enterprises must strengthen self-discipline, integritymanagement, to ensure food security, the maintenance of brand image.Therefore, this paper from the theory of food safety and food enterprisebrand image of construction, from the theoretical analysis of the dialecticalrelationship between food safety and food enterprise brand imageconstruction both. Secondly enumerates some influence in China13years ofmajor safety events, analysis of the specific performance and damageChinese food safety problems.Then analyzes the impact of food safetyincidents of food enterprise brand image from the theoretical analysis andempirical analysis angle. Finally, from the enterprise to strengthen three aspects countermeasures and suggestions to strengthen food safety integrityculture construction, system construction and enterprise self construction ofbrand image of the external conditions.