企业品牌危机管理研究.doc

摘 要:在当今动荡不安的市场经济环境下，品牌时刻都有可能发生意想不到的危机，因此企业应该树立较强的品牌危机意识，建立先进的品牌危机管理机制，重视品牌危机的处理从而有效解决危机，完善品牌形象。

　　　文章总体从品牌重要性出发，讲述品牌危机管理的重要性。前部分对品牌危机的分类及其发生原因进行了总结，并将危机的发展周期分为潜伏期、触发期、危险期和消退期四个阶段，针对不同阶段的危机事件处理的方式也需相应变化；再者探讨了品牌危机管理的原则以及危机发生后，对不同的危机相关者进行不同的危机公关，从而将危机影响减至最低，最后从危机应对和处理的系统性和协调性角度，提出了品牌危机管理的系统模型；后部分则着重于案例分析，研究国内外企业应对危机措施的有效性和错误性，从中借鉴总结出企业品牌危机管理的预防和应对策略加之关键点分析。本文的相关研究和分析对企业品牌危机的防范和处理具有一定的参考价值。

关键词：品牌；品牌危机；品牌危机管理；品牌形象

ABSTRACT:In today's turbulent environment of market economy, the brand unexpected crises are always likely to occur, therefore, enterprises should establish a strong brand crisis consciousness, build advanced brand crisis management mechanism and attention to the brand in order to effectively solve the crisis, improving the brand image.

　　　Article general starts from the importance of the brand to the importance of brand crisis management. The classification of the front part of brand crisis and its causes are summarized, and the development cycle is divided into incubation period, triggering the crisis period, the dangerous period and recession four stages; according to different stages of the crisis management ,event handling way also need to be corresponding changed; furthermore, this paper discusses the principle of the brand crisis management and prevention mechanism, building crisis management organization structure and establishing a reasonable and effective crisis early warning system can effectively prevent and control the crisis; after the crisis, the crisis public relations are different for different crisis, thereby minimizing the impact of the crisis; After part focuses on case study analysis, the effectiveness of the enterprise crisis response measures and error both at home and abroad, from which lessons summed up enterprise brand crisis management tactics and key points; finally, from the perspective of systemic and coordination of crisis response and processing, brand crisis management system model is put forward. In this paper, the related research and analysis of prevention and treatment of enterprise brand crisis has certain reference value.

Keywords: Brand; Brand crisis; Brand Crisis Management; Brand Image .