本文選題：心理契約 + 品牌�。� 參考：《青島大學(xué)》2008年碩士論文

【摘要】： 品牌是企業(yè)與消費(fèi)者之間的心理契約,是企業(yè)與消費(fèi)者關(guān)系的紐結(jié),被認(rèn)為是知識經(jīng)濟(jì)時代企業(yè)生存和成功的關(guān)鍵。但是隨著市場經(jīng)濟(jì)競爭激烈程度的加劇,企業(yè)內(nèi)外部環(huán)境的變化,以及信息技術(shù)的發(fā)展,使品牌危機(jī)在國內(nèi)已由原來的個案發(fā)生向常態(tài)發(fā)展轉(zhuǎn)變。如果處理不好,就會使企業(yè)遭受重大損失,甚至危及品牌、企業(yè)的存亡。在這樣的情況下,企業(yè)如何理解、處理和轉(zhuǎn)化品牌危機(jī),是企業(yè)經(jīng)營者需要重視的問題之一。 論文在回顧前人研究成果的基礎(chǔ)上,從心理契約的角度對品牌、品牌危機(jī)的內(nèi)涵進(jìn)行界定,結(jié)合對2004—2007年發(fā)生在國內(nèi)的40個品牌危機(jī)案例進(jìn)行了成因歸類分析,發(fā)現(xiàn)交易心理契約因素是目前引起品牌危機(jī)的主要因素,約占總數(shù)的57.5%;就單個因素來看,產(chǎn)品質(zhì)量問題、顧客關(guān)系及服務(wù)、運(yùn)營管理三個因素排在了所有因素的前三位,分別占總數(shù)的22.5%,20%和15%,說明我國消費(fèi)者的對品牌的關(guān)注重點(diǎn)目前還集中在交易類因素上。隨后論文提出了基于心理契約的品牌危機(jī)產(chǎn)生機(jī)理,指出品牌危機(jī)經(jīng)歷的溝通交流契合期、傳播承諾期、穩(wěn)定期、變異期、心理契約破裂期和心理契約修復(fù)期六個階段,在此基礎(chǔ)上針對品牌危機(jī)的成因,提出企業(yè)進(jìn)行品牌危機(jī)管理的及時性、主動性、一致性、系統(tǒng)性、誠信和以人為本6大原則,以及企業(yè)進(jìn)行品牌危機(jī)預(yù)防管理、品牌危機(jī)應(yīng)對管理和品牌危機(jī)恢復(fù)管理的策略。
[Abstract]:Brand is the psychological contract between the enterprise and the consumer, is the knot of the relationship between the enterprise and the consumer, and is considered to be the key to the survival and success of the enterprise in the era of knowledge economy. However, with the fierce competition of market economy, the change of internal and external environment and the development of information technology, the brand crisis has changed from the original case to the normal development in China. If handled badly, will cause the enterprise to suffer the heavy loss, even endangers the brand, the enterprise survival. Under such circumstances, how to understand, deal with and transform brand crisis is one of the problems that business operators should pay attention to. On the basis of reviewing the previous research results, this paper defines the connotation of brand and brand crisis from the angle of psychological contract, and analyzes the causes of the 40 cases of brand crisis that occurred in China during 2004-2007. It is found that the psychological contract factor is the main factor causing brand crisis, which accounts for 57.5% of the total number. In terms of a single factor, the product quality problem, customer relationship and service, and operation management are the top three factors. 22.5% of the total and 15% of the total, indicating that the focus of our consumers on the brand is still focused on the transaction category factors. Then the thesis puts forward the mechanism of brand crisis based on psychological contract, and points out six stages of brand crisis: communication, communication, communication, communication, commitment, stability, variation, break down and repair of psychological contract. On this basis, aiming at the causes of brand crisis, the paper puts forward the principles of timeliness, initiative, consistency, systematicness, honesty and people-oriented of brand crisis management, as well as brand crisis prevention management. Brand crisis management and brand crisis recovery management strategy.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 胡光峻;品牌危機(jī)的傳播管理之探析[D];華中科技大學(xué);2011年

2 王彥君;汽車制造企業(yè)品牌危機(jī)管理研究[D];蘭州理工大學(xué);2011年

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本文編號：1862132