品牌危机管理

我国乳业品牌危机管理的现状及对策探析

The exploration on present situation and countermeasures of China dairy brand crisis management

实事上，品牌危机管理是从品牌危机预警防范到危机后的恢复等一系列活动的总和。

In fact , brand crisis management includes total activities from brand crisis forewarning to the recovering of the enterprise after the crisis .

论企业品牌危机管理

The Study on Crisis Management of the Enterprise Brand

从最广泛的意义上说，品牌危机管理包含了对品牌危机事前、事中、事后全过程的管理。

In the most extensive meaning , brand crisis management means to manage the crisis before the event , during the event and after the event .

同时本论文强调了品牌危机管理的必要，并将之作为品牌活化管理机制中的重要组成子系统。

At the same time , the dissertation highlights necessity for brand crisis management and has brand crisis management as important subsystem in brand activation management mechanism .

主要工作及创新点如下：（1）从利益相关者角度研究品牌危机管理问题。

The main work and innovations would be described as follows : Firstly , study enterprise brand crisis management issues from the point of view of stakeholders .

第四部分是本文的重心，指出从房地产客户关系管理和品牌危机管理两方面进行房地产品牌的维护；

The fourth part , the key part of this paper , analyzes the importance of real estate brand maintenance from real estate CRM and brand crisis management ;

之后找出网络中存在的有序，绘出网络危机信息管理系统和网络谣言传播系统，结合前文理论，提出网络环境下品牌危机管理的建议。

Then the writer will find out the orderliness in the Internet and protract the internet crisis information management system and the internet rumor communication system and consider with the theories mentioned before and put forward proposals for brand crisis management in the internet environment .

所以品牌危机的管理的实质是信息传播的管理：它需要借助传媒发挥正确的舆论导向，通过与公众的广泛沟通，将正确的信息公开化和透明化。

It has to play the correct guidance of public opinion through the media and gives the public correct and transparent information .

游泳俱乐部的品牌管理涉及到品牌内容管理和品牌危机管理。

Swimming club brand management involve in brand content management and brand crisis management .

有鉴于此，本文从品牌危机发生的现状出发，运用品牌理论和危机管理理论等相关研究成果，结合利益相关者理论，以系统分析等现代管理科学方法为工具，对品牌危机管理进行探索性研究。

In view of this , starting from the status that brand crisis has happened ; this thesis probed the brand crisis management with system analysis based on the stakeholder theory , brand theory and crisis management theory .

随着行业竞争程度的加剧、市场环境的日益复杂，不可避免会出现危害品牌生存的各种事件，产生品牌危机，品牌危机管理日益重要。

With the development of the increasingly furious competition and the more and more complicated environment of market , brand crisis management becomes more and more important , for some accident which can harm the survival of brand may appear and cause brand crisis unavoidably some day .

随着媒体的发展尤其是互网络媒体的发展，品牌危机事件的传播和影响范围越来越广，对品牌危机管理的挑战也是与日俱增。

With the development of internet media , the spread extent becomes wider and influence of brand crisis become stronger . This is a higher challenge to crisis management .

通过观察不同企业处理品牌危机的思路和手法，我们发现是否建立一套系统的品牌危机管理机制，并且在危机发生时是否有效执行，是一个企业能否妥善处理品牌危机的关键。

By observing the different crises in dealing with brand ideas and practices , we found that whether a system of brand-building crisis management mechanism , and whether the crisis , the effective implementation of an enterprise is able to properly deal with the crisis in the key brands .

要加强品牌经理队伍建设，建立分级品牌管理机制，并积极尝试采取外线作战的策略，提高品牌建设的层次和水平，此外，还要树立危机意识，加强品牌危机管理。

The bank should strengthen the construction of brand-manager staff , set up a classified brand management mechanism , and zealously attempt to adopt the strategy utilizing external efforts , to promote the level and standard of brand building .