中国食品企业品牌危机防治问题研究

发布时间：2018-05-20 15:12

本文选题：食品企业 + 品牌危机　；参考：《黑龙江大学》2013年硕士论文

【摘要】：食品行业从古至今，一直是一个关系到国计民生的重要行业，在服务社会化程度越来越高的当今社会，更是影响到每个人和每个家庭的重要产业。伴随着传媒技术和手段的快速进步，食品企业行为的透明度不断增加，人们对食品企业的关注度日益提高，对食品企业的要求也越来越高，而食品企业还没有完全做好相应的准备；品牌危机事件频频爆发，相应的品牌危机的防治与管理工作也缺乏科学性和系统性。本文应用管理学，营销学，心理学等理论，，从分析食品企业品牌危机的表现、危害入手，探讨了食品企业出现品牌危机的原因，提出了食品企业品牌危机的评价指标，并运用层次分析法确定了评价指标的权重，建立食品企业品牌危机的评价体系，以及针对我国食品企业出现品牌危机的原因，提出了食品企业品牌危机的防治对策建议。本研究的主要目的在于探讨食品企业品牌危机管理的规律，进一步丰富我国的食品企业品牌危机管理理论，为我国食品企业的管理者和后来的研究者提供一些可借鉴的参考资料。
[Abstract]:Since ancient times, the food industry has been an important industry related to the national economy and the people's livelihood. In today's society with higher service socialization, it is also an important industry that affects everyone and every family. With the rapid progress of media technology and means, the transparency of food enterprises is increasing. More and more attention is paid to the food enterprises, and the food enterprises are not fully prepared. The crisis of brand crisis breaks out frequently, and the prevention and management of the corresponding brand crisis is also lack of scientific and systematic.
This paper applies the theory of management, marketing, psychology and so on. From the analysis of the performance and harm of brand crisis in food enterprises, this paper discusses the reasons for the brand crisis in food enterprises, puts forward the evaluation index of brand crisis of food enterprises, and uses the analytic hierarchy process to determine the weight of the evaluation index, and establishes the evaluation of brand crisis of food enterprises. System, and aiming at the causes of brand crisis in China's food enterprises, this paper puts forward countermeasures and suggestions for the brand crisis of food enterprises.
The main purpose of this study is to explore the law of brand crisis management in food enterprises, to further enrich the brand crisis management theory of food enterprises in China, and to provide some reference materials for the managers and later researchers of food enterprises in China.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.82

【参考文献】