Research On Brand Image Of Harbin Food Enterprises Based On Green Ecological Culture

With the development of economic globalization,more and more goods step into our work and life.Our demand for commodities gradually transform from the emphasis on the material level to a spiritual level.The brand has become an important reason when we choose goods,and faced with dazzling goods in the market,we will choose the commodity which is in good image and can attract our eyes.This choice means that consumers have the reason to choose the merchandise,which has a image of good in brand.Why is this result? In short,because the customers are aware of the brand image,in other words,such a perception will remind the customers a unique image when consumers see the brand at the first glance,creating a brand image which is different from other similar goods.And finally,it will win the favor of consumers.Economic prosperity and rich materials make people's living standards gradually increased,but the rapid development of economic growth has brought negative effects,such as environmental problems,food safety problems.In real life,how many companies had a prominent reputation and smash hit,but the result is like a flash in the pan,after giving people a short feast for the eyes,they leave a lot of thinking.With the intensification of competition among enterprises,the homogeneity of goods is more prominent.The brand has become products and services which people used to identify different manufacturers and vendors.Brand is the intangible assets and core competitiveness of an enterprise which is more important than company's products.Although the enterprise's product production and design are often imitated by competitors,but the brand image and brand identity rooted in the hearts cannot be imitated.The 17 th National Congress of the Communist Party of China made it clear that "building ecological civilization".People should pursue the main theme of harmony between man and nature and use research and practical activities to promote the development of today's society.Enterprises how to follow the pace and how to establish a brand image to enhance competitiveness? People are committed to the pursuit and maintain a healthy;food industry and are closely related to our health.This article takes Harbin food enterprise brand image as the starting point,use brand related theory as a guide,and analyze the concept and function of the brand deeply.By studying excellent food brand at home and abroad,we learn from its system of good brand image shaping method,analyze the present situation of Harbin food brand enterprise image and the existing problems.Under the background of the construction of "ecological civilization" in the 17 th National Congress,we put forward implementable Strategy of enterprise brand image.