企业品牌危机预警系统研究

发布时间：2018-05-31 02:18

本文选题：品牌 + 品牌危机　；参考：《西安科技大学》2008年硕士论文

【摘要】： 21世纪是品牌发展的世纪,品牌发挥着越来越重要的作用。一个企业如果没有强势品牌的支撑,很难在残酷的竞争环境中生存和发展。对我国企业而言,由于其品牌建设和品牌预警方面认识上存在很大误区,导致品牌危机事件频频发生,并越来越成为企业发展过程中的绊脚石。在此情况下,企业如何尽早地监测、识别、诊断和评价品牌危机,如何及时采取有效方案摆脱危机的威胁或减小危机带来的损害,以使品牌恢复安全状态,对我国企业管理者来说已经成为亟需解决的难题。对此,本论文就如何构建一套既能预警品牌危机又能维护品牌安全的企业品牌危机预警系统进行了深入探讨。首先,本文在对国内外品牌危机预警相关理论研究现状进行简要回顾的基础上,重新对企业品牌危机的概念进行了界定,并从品牌自身以及品牌所处内外环境入手深入分析了品牌危机产生的原因;其次,针对现今我国企业品牌管理的不足,构建了一套系统的、可操作的品牌危机预警评价指标体系,设计了相关的品牌危机预警管理系统;最后,通过实例重点说明了品牌危机评价子系统的实现过程,完成了对品牌危机科学的量化评价。本论文在研究过程中,得出以下结论: (1)企业现有的品牌管理忽略了品牌的安全管理职能,主要表现在对品牌管理失误的成因缺乏研究,对品牌的环境状态以及品牌的管理过程和状态缺乏系统的程序性的监测,因而对企业今后可能出现的品牌危机无法及时有效地进行预警和预控。 (2)品牌危机的发生和发展有一定的征兆,而这些征兆在一定程度上是可以识别和探测到的,并且通过品牌危机评价指标可以实现对品牌危机的量化评价,因此对品牌危机进行预警和预控是可以实现的。 (3)为有效地防范和避免品牌危机的打击,企业应该对现有品牌管理模式进行重构,增加危机预警的职能,构建具有品牌危机预警和预控功能的新型品牌管理体系。
[Abstract]:The 21st century is the century of brand development, brand plays a more and more important role. If an enterprise does not have the strong brand support, it is very difficult to survive and develop in the cruel competition environment. For Chinese enterprises, because of the misunderstanding in brand construction and brand warning, brand crisis occurs frequently and becomes a stumbling block in the process of enterprise development. In this context, how to monitor, identify, diagnose and evaluate brand crises as early as possible, and how to take effective measures to get rid of the threat of the crisis or reduce the damage caused by the crisis in order to restore the brand to a safe state, It has become an urgent problem for the managers of enterprises in our country. Therefore, this paper discusses how to build a brand crisis warning system which can not only warn brand crisis but also maintain brand safety. First of all, based on a brief review of domestic and foreign brand crisis early warning theory, this paper redefines the concept of enterprise brand crisis. And from the brand itself and the internal and external environment of the brand in-depth analysis of the causes of the brand crisis; secondly, in view of the shortcomings of brand management in our country, a set of system, Finally, the realization process of brand crisis evaluation subsystem is explained through an example, and the quantitative evaluation of brand crisis science is completed. In the course of the research, the following conclusions are drawn: 1) the existing brand management neglects the brand safety management function, which is mainly reflected in the lack of research on the causes of brand management errors, the lack of systematic and procedural monitoring of the brand environmental state and the brand management process and state. As a result, the brand crisis that the enterprise may appear in the future can not timely and effectively carry out early warning and pre-control. 2) the occurrence and development of brand crisis have certain signs, and these symptoms can be identified and detected to some extent, and the quantitative evaluation of brand crisis can be realized through the evaluation index of brand crisis. Therefore, the brand crisis warning and pre-control can be achieved. In order to effectively prevent and avoid the attack of brand crisis, enterprises should reconstruct the existing brand management mode, increase the function of crisis warning, and construct a new brand management system with the function of brand crisis warning and pre-control.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】