本文選題：品牌　切入點(diǎn)：突發(fā)性品牌危機(jī)　出處：《新疆大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著產(chǎn)品同質(zhì)化現(xiàn)象的嚴(yán)重和消費(fèi)者理性意識的增強(qiáng),市場競爭趨于白熱化,如何從眾多產(chǎn)品中脫穎而出成為企業(yè)經(jīng)營者面臨的主要問題。品牌,這個(gè)用于區(qū)分不同商品的工具成為經(jīng)營者追逐的目標(biāo),于是許多品牌不斷的出現(xiàn)在媒體上,不停的對消費(fèi)者加以引導(dǎo),而消費(fèi)者者在選擇不同商品時(shí)也將品牌作為自己的首要考慮因素。 然而,品牌生存的環(huán)境復(fù)雜多變,內(nèi)外部環(huán)境的變化使得品牌維護(hù)的難度增大。近年來,無論是國外品牌還是國內(nèi)品牌,都發(fā)生過不同程度的品牌危機(jī),甚至有人說品牌危機(jī)的高發(fā)季節(jié)已經(jīng)來臨。品牌危機(jī)發(fā)生的原因大致可以分為兩類:一類是外部環(huán)境的變化;另一類是企業(yè)內(nèi)部問題的爆發(fā)。品牌危機(jī)以其突發(fā)性、不可預(yù)見性以及強(qiáng)大的破壞性,成為人們關(guān)注的焦點(diǎn)。品牌危機(jī)的爆發(fā)盡管不可避免,但也不是束手無策。品牌危機(jī)處理的好,不但可以避免遭受巨大損失、維護(hù)品牌形象,而且還可以通過危機(jī)使品牌形象得以升華;品牌危機(jī)處理不好,不僅會使企業(yè)遭受經(jīng)濟(jì)利益損失,還會使原本正面良好的品牌形象受損,甚至導(dǎo)致企業(yè)的破產(chǎn)倒閉。 本文將研究的重點(diǎn)放在由內(nèi)外部因素帶來的突發(fā)事件上,這些突發(fā)事件對企業(yè)來說很難預(yù)料,但這些突發(fā)事件破壞力又很大,因此危機(jī)爆發(fā)前如何建立危機(jī)預(yù)警系統(tǒng)防范機(jī)、危機(jī)爆發(fā)后如何處理以及危機(jī)平息后如何重塑品牌形象成為本文研究的重點(diǎn)。 本論文主要包括了五個(gè)方面的內(nèi)容:第一,對現(xiàn)有的危機(jī)管理理論和實(shí)踐進(jìn)行研究分析;第二,分析了品牌的價(jià)值,歸納總結(jié)突發(fā)性品牌危機(jī)的成因;第三,用SWOT分析本土企業(yè)品牌危機(jī)管理的優(yōu)劣勢;第四,提出突發(fā)性品牌危機(jī)管理過程和處理措施;第五,結(jié)合三鹿“三聚氰胺”事件,對突發(fā)性品牌危機(jī)管理過程進(jìn)行模擬論證。
[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.

【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 譚利娜;;品牌危機(jī)管理的競爭情報(bào)分析[J];情報(bào)雜志;2011年S1期

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本文編號：1603324