Research On Green Reputation Communication Of Multinational Automobile Enterprises

Deterioration of the natural environment, exhaustion of resources and other global environmental problems have sounded the alarm for the public. Governments have introduced relevant policies to guide and manage environmental behavior and the public are increasingly paying attention to the environment and their health, and they are eager to learn about environmental information about the company and to buy green products. As an integral part of the society, the car brings convenience to the society and also results in serious environmental pollution problems.At the same time, the popularity of social media has brought convenience for social communication and also is a challenge for the corporate communication. In this context, it is worth studying automobile enterprises’ways of communicating environmental information to shape a positive green reputation.The paper selects 10 multinational automobile enterprises from 50 Best Global Green Brands for 2014 by Interbrand as the research object. The paper conducts theme analysis, keywords research, emotion analysis and other analysis with content analysis as well as ROST analysis software to explore factors influencing the communication of multinational auto-enterprises’ green reputation, the methods of communicating green reputation as well as the effect and measurements of communication.The paper found that, first, the factors that influence the communication of multinational auto-enterprises’green reputation are Business Strategy, Cognition of Stakeholders, Government Laws and Regulations, Corporate image,etc. Second, most multinational auto-enterprises will choose website, micro-blogging or third-party media as a communication channel. Multinational auto-enterprises tend to communicate about "Products & Services", "Stakeholders’ participation" with pictures and words.Third, multinational auto-enterprises tend to use "Stakeholders’ Reaction ", "Green assessment or Score" and "Consumers’ reaction" as the measure of green reputation communication.Finally, the paper constructs a frame for the multinational automobile enterprises’ green reputation communication, providing important reference for the theoretical research and communication practice.Besides,the paper puts forward some advices for other enterprises’ green reputation communication in the aspects of "Green Reputation Communication Management ", "R&D of technology and product" as well as "Cognition and participation of Stakeholders"...