全行业危机下沟通策略的选择与消费者信任重建
发布时间：2018-08-25 13:40
【摘要】：以具有代表性的全行业危机事件为例,对危机中四大主要涉事品牌的危机沟通策略(研究一)和危机后四大代表品牌的广告沟通策略(研究二)进行了对比分析,并结合财务数据和品牌信任度调查,提出了一个"全行业危机下企业沟通策略与消费者信任重建系统模式"。研究发现,在全行业危机发生时企业应积极响应避免成为"替罪羊";危机发生后要采取一系列沟通策略修复品牌形象,在广告诉求上要晓之以理动之以情;在危机沟通中重视核心价值的同时,应根据自身优势有所侧重,以更好地重建和维护消费者的品牌信任。
[Abstract]:Taking the representative crisis events of the whole industry as an example, this paper makes a comparative analysis of the crisis communication strategies of the four major brands involved in the crisis (study 1) and the advertising communication strategies of the four representative brands after the crisis (study 2). Based on the investigation of financial data and brand trust, a system model of corporate communication strategy and consumer trust reconstruction under industry-wide crisis is put forward. It is found that enterprises should respond positively to avoid becoming scapegoats when the whole industry crisis occurs, adopt a series of communication strategies to repair the brand image after the crisis; While paying attention to the core values in crisis communication, we should focus on their own advantages in order to better rebuild and maintain the brand trust of consumers.
【作者单位】： 北京大学光华管理学院;
【基金】：国家自然科学基金资助项目(71172031;71472008)
【分类号】：C93
，
本文编号：2203043
[Abstract]:Taking the representative crisis events of the whole industry as an example, this paper makes a comparative analysis of the crisis communication strategies of the four major brands involved in the crisis (study 1) and the advertising communication strategies of the four representative brands after the crisis (study 2). Based on the investigation of financial data and brand trust, a system model of corporate communication strategy and consumer trust reconstruction under industry-wide crisis is put forward. It is found that enterprises should respond positively to avoid becoming scapegoats when the whole industry crisis occurs, adopt a series of communication strategies to repair the brand image after the crisis; While paying attention to the core values in crisis communication, we should focus on their own advantages in order to better rebuild and maintain the brand trust of consumers.
【作者单位】： 北京大学光华管理学院;
【基金】：国家自然科学基金资助项目(71172031;71472008)
【分类号】：C93
，
本文编号：2203043
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