本土企业突发性品牌危机管理研究

发布时间：2018-03-12 21:17

本文选题：品牌　切入点：突发性品牌危机　出处：《新疆大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着产品同质化现象的严重和消费者理性意识的增强,市场竞争趋于白热化,如何从众多产品中脱颖而出成为企业经营者面临的主要问题。品牌,这个用于区分不同商品的工具成为经营者追逐的目标,于是许多品牌不断的出现在媒体上,不停的对消费者加以引导,而消费者者在选择不同商品时也将品牌作为自己的首要考虑因素。然而,品牌生存的环境复杂多变,内外部环境的变化使得品牌维护的难度增大。近年来,无论是国外品牌还是国内品牌,都发生过不同程度的品牌危机,甚至有人说品牌危机的高发季节已经来临。品牌危机发生的原因大致可以分为两类:一类是外部环境的变化;另一类是企业内部问题的爆发。品牌危机以其突发性、不可预见性以及强大的破坏性,成为人们关注的焦点。品牌危机的爆发尽管不可避免,但也不是束手无策。品牌危机处理的好,不但可以避免遭受巨大损失、维护品牌形象,而且还可以通过危机使品牌形象得以升华;品牌危机处理不好,不仅会使企业遭受经济利益损失,还会使原本正面良好的品牌形象受损,甚至导致企业的破产倒闭。本文将研究的重点放在由内外部因素带来的突发事件上,这些突发事件对企业来说很难预料,但这些突发事件破坏力又很大,因此危机爆发前如何建立危机预警系统防范机、危机爆发后如何处理以及危机平息后如何重塑品牌形象成为本文研究的重点。本论文主要包括了五个方面的内容:第一,对现有的危机管理理论和实践进行研究分析;第二,分析了品牌的价值,归纳总结突发性品牌危机的成因;第三,用SWOT分析本土企业品牌危机管理的优劣势;第四,提出突发性品牌危机管理过程和处理措施;第五,结合三鹿“三聚氰胺”事件,对突发性品牌危机管理过程进行模拟论证。
[Abstract]:With the enhancement of product homogeneity serious phenomenon of irrational consumer awareness and the market competition is increasingly fierce, how many products from the talent shows itself become business owners face a major problem. The brand, the distinction between different commodities for the tools to become the operator to chase the target, so many brands continue to appear in the media, do not stop to consumers to guide consumers in the choice of different products will also be branded as their primary consideration.
However, the brand environment is complex and changeable, which makes changes in the external environment increases the difficulty to maintain the brand. In recent years, both the foreign brands or domestic brands, have had varying degrees of brand crisis, and even the high season said the brand crisis is coming. The reasons for the brand crisis can be divided into two categories: one is the change of the external environment; the other is the outbreak of internal problems. The brand crisis with its sudden, unpredictable and destructive power, become the focus of attention. Despite the outbreak of the brand crisis is inevitable, but it is not at a loss what to do. Good brand crisis management, not only to avoid huge losses, the maintenance of brand image, but also can make the brand image of crisis sublimation; brand crisis management is not good, not only the economic interests of enterprises suffered losses, but also so that the original The good brand image has been damaged, and it has even led to the bankruptcy of the enterprise.
This paper will focus on the study of emergencies caused by internal and external factors, these incidents to the enterprise is difficult to predict, but these incidents damage greatly, so how to establish the machine to prevent the pre crisis crisis early warning system, how to deal with the crisis subsided and how to rebuild the brand image has become the focus of this paper crisis after the outbreak.
This paper mainly includes five aspects: first, to analyze the existing crisis management theory and practice; second, analysis of the value of the brand, brand summarized sudden crisis; third, the analysis of brand crisis management of local enterprises with the advantages and disadvantages of SWOT; fourth, the sudden crisis in the brand management the process and treatment measures; fifth, combined with the Sanlu melamine event, simulation of sudden crisis in the brand management process.

【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】