發(fā)布時間：2018-06-08 22:46

  本文選題：品牌危機 + 產(chǎn)品傷害危機��； 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：近幾年,市場經(jīng)營環(huán)境的復(fù)雜多變以及現(xiàn)代化媒介技術(shù)的高速發(fā)展使得品牌危機事件頻頻爆發(fā)。品牌危機事件侵害消費者權(quán)益的同時,也使企業(yè)遭受經(jīng)濟以及名譽上的損失。例如,2011年經(jīng)央視315晚會曝光,雙匯瞬間陷入“瘦肉精”事件,直接導(dǎo)致當(dāng)天雙匯發(fā)展股價跌停,市場蒸發(fā)103億,并迅速成為眾矢之的�，F(xiàn)今的中國,品牌危機的頻繁爆發(fā)已然成為企業(yè)成長過程不可或缺的必經(jīng)階段,要求企業(yè)強化常態(tài)管理的時候,也應(yīng)該提高企業(yè)危機管理意識。學(xué)術(shù)界關(guān)于品牌危機方向的研究文獻可謂汗牛充棟,然而更多著眼于危機企業(yè)的視角分析品牌危機對消費者態(tài)度、行為的影響、危機的外部效應(yīng)以及企業(yè)的應(yīng)對策略,鮮有學(xué)者以第三方企業(yè)的角度研究當(dāng)同行業(yè)競爭品牌危機時,作為第三方企業(yè)的應(yīng)對策略問題�，F(xiàn)實中,一個企業(yè)的品牌危機不是單一地來源于企業(yè)內(nèi)部也可能來自于企業(yè)外部,已有研究顯示競爭品牌危機事件不是孤立存在的,它能通過企業(yè)相似性等因素影響著同類企業(yè)。因此作為第三方企業(yè)來說,不僅要有積極應(yīng)對企業(yè)內(nèi)部發(fā)生危機意識,也要有積極面對來自同業(yè)競爭品牌危機的意識。面對來源于競爭品牌危機事件,企業(yè)防火燒身的同時也應(yīng)該借機生勢,通過競爭品牌的失誤改變現(xiàn)有的競爭格局。 本文在以往品牌危機事件溢出效應(yīng)研究的基礎(chǔ)上,考慮企業(yè)該如何積極主動地應(yīng)對競爭品牌危機而非被動地等待危機的正負溢出。因為有學(xué)者研究指出,競爭品牌危機期間,企業(yè)的營銷努力會變得更有效并更有攻擊性(BroniarczykJoseph,1994)1且Heerde (2007)2更進一步地認為,競爭品牌發(fā)生危機的情景會使企業(yè)的營銷策略更加有效果。品牌不單單是一個簡單的標識、符號,更是一份對顧客的承諾,然而趨利的本能似乎讓很多企業(yè)淡忘了這份應(yīng)有的承諾,從而引發(fā)品牌危機事件。品牌危機是企業(yè)品牌負面事件的一個簡稱,具體是指企業(yè)經(jīng)營中涉及其產(chǎn)品、服務(wù)、公司或者員工并表現(xiàn)為破壞大和傳播廣的負面事件。本文試圖研究當(dāng)競爭對手發(fā)生主動性品牌危機,即競爭企業(yè)因為主觀因素引發(fā)危機時(比如過度降低成本引發(fā)產(chǎn)品質(zhì)量缺陷),企業(yè)采取何種廣告策略更加有效的問題,期望通過這項研究為企業(yè)的危機管理增添一個新視角。具體的研究中,本文從該主動性危機是否起源于競爭品牌產(chǎn)品本身出發(fā),創(chuàng)造性地將品牌危機事件劃分為產(chǎn)品傷害危機和價值觀危機,進而考慮競爭品牌這兩種危機情景下,企業(yè)營銷策略有效性問題。采用廣告作為競爭品牌危機情景下企業(yè)的營銷策略,是因為廣告作為現(xiàn)代企業(yè)品牌宣傳最為有效的手段,能生動形象傳達企業(yè)的產(chǎn)品或者企業(yè)的形象意識,有利于消費者最大程度地理解。同時在具體的研究中本文根據(jù)現(xiàn)實廣告案例的梳理以及以往學(xué)者的分析總結(jié),進一步將企業(yè)的廣告策略劃分為以宣傳產(chǎn)品為主的和以宣傳企業(yè)形象為主的兩類廣告形式,考慮競爭品牌不同品牌危機情景下企業(yè)選擇不同廣告策略的最優(yōu)化問題。 結(jié)合對競爭品牌兩種危機情景以及企業(yè)廣告策略的兩種分類的界定,本文用實驗法分析二者對消費者品牌態(tài)度的影響,首先,研究競爭企業(yè)危機情景對消費者品牌態(tài)度的影響,并深入分析哪一種危機情景的影響比較深遠；其次,研究競爭品牌不同危機情景下,企業(yè)使用哪一種廣告策略(企業(yè)產(chǎn)品廣告和企業(yè)形象廣告)較為有效。最后,通過得出的實證結(jié)果對企業(yè)危機管理提出有參考性的建議。具體的實驗操作分預(yù)測和正測兩個步驟,其中預(yù)測的目的在于對研究設(shè)計的競爭品牌危機情景以及企業(yè)廣告策略模擬的確認,確保不同的危機情景和廣告策略能夠很好地被區(qū)隔,保證正式實驗的情景刺激的有效性。由于涉及到競爭品牌的兩種危機情景以及企業(yè)的兩種廣告策略,因此正式實驗采用2(競爭品牌危機類型：價值觀型危機與產(chǎn)品傷害危機)×2(企業(yè)廣告策略：企業(yè)形象廣告與企業(yè)產(chǎn)品廣告)的組間設(shè)計,將實驗對象分為4組,探討競爭品牌不同危機類型對消費者品牌態(tài)度的影響程度,并且比較消費者面臨企業(yè)不同廣告策略后品牌態(tài)度是否存在差異。研究的主要結(jié)論為：(1)不論競爭品牌發(fā)生的是產(chǎn)品傷害危機事件還是價值觀危機事件,對消費者的品牌態(tài)度都存在負向影響。(2)面對競爭企業(yè)發(fā)生的品牌危機事件,企業(yè)應(yīng)該更加關(guān)注競爭品牌產(chǎn)品傷害危機事件,因為研究結(jié)論發(fā)現(xiàn)相對于競爭品牌發(fā)生價值觀危機,競爭品牌的產(chǎn)品傷害危機對消費者品牌態(tài)度影響更加顯著。(3)競爭品牌產(chǎn)品傷害危機情景下,相對于企業(yè)形象廣告策略,企業(yè)啟動企業(yè)產(chǎn)品廣告策略對消費者品牌態(tài)度影響更加顯著。(4)競爭品牌價值觀危機情景下,相對于企業(yè)產(chǎn)品廣告策略,企業(yè)啟動企業(yè)形象廣告策略對消費者品牌態(tài)度影響更加顯著。 本文的研究結(jié)論的意義,從企業(yè)管理實際運作角度來看,為企業(yè)的現(xiàn)代化管理提供全新的視角。企業(yè)應(yīng)該多角度地看待品牌危機事件,緊密關(guān)注企業(yè)內(nèi)部危機事件的同時,也需要關(guān)注同類競爭企業(yè)的危機事件,兩方面都要重視,都有準備好應(yīng)對策略。媒介經(jīng)濟高度發(fā)達的今天,品牌危機的瞬間最大化對于一個危機企業(yè)來說往往是措手不及的,而從市場競爭角度考察,這種措手不及對非危機爆發(fā)原點的企業(yè)來說是一種挑戰(zhàn)也是顛覆市場固有競爭格局的機會。危機,更多時候企業(yè)只考慮自身發(fā)生情景下該如何應(yīng)對,即自掃門前雪,不管他人瓦上霜的境地。因此過去的理論也大多競爭與企業(yè)自身發(fā)生危機情景下企業(yè)響應(yīng)策略、以及危機對消費品牌態(tài)度、自身品牌資產(chǎn)的影響上。而本文通過現(xiàn)實分析結(jié)合實證驗證的狀態(tài)下,發(fā)現(xiàn)企業(yè)借助競爭對手的一時危機能夠很好地改變消費者品牌態(tài)度這一事實,為現(xiàn)代化競爭經(jīng)濟提供新渠道和方向。從理論角度來看,本文研究結(jié)論推進了品牌危機的研究,而且為競爭品牌危機情景下企業(yè)的危態(tài)管理提供了理論依據(jù)。首先,在品牌危機層面上,通過對現(xiàn)實品牌危機事件的觀察分析,對品牌危機進行了分類。開拓了品牌危機的研究空間,豐富了品牌危機理論。解釋了危機發(fā)生后為什么對競爭品牌溢出效應(yīng)會出現(xiàn)不一致的問題。其次,在競爭品牌危機情景下企業(yè)廣告策略對消費者品牌態(tài)度影響的模型上,通過實證驗證了企業(yè)除了被動地等待危機的溢出效果時,可以主動地選擇營銷策略進行主動防御或者進攻。
[Abstract]:In recent years, the complex and changeable market environment and the rapid development of modern media technology have caused the outbreak of brand crisis. At the same time, the brand crisis infringes on the rights and interests of consumers, but also causes the enterprises to suffer economic and reputation losses. For example, in 2011, the CCTV will be exposed to the "lean meat essence" incident at the 315 evening of the CCTV. It directly leads to the decline of the stock price in the same day, the market evaporates 10 billion 300 million, and is rapidly becoming the target of the public. Nowadays, the frequent outbreak of brand crisis has become an indispensable required stage for the growth process of the enterprise. When the enterprise is required to strengthen the normal management, it should also raise the crisis management consciousness of the enterprise. The academic circle about the brand crisis. The research literature of direction can be described as numerous, but more attention is given to the perspective of crisis enterprises to analyze the impact of brand crisis on consumer attitude, behavior, external effects of the crisis and the coping strategies of enterprises. Few scholars study the crisis of the same industry when the competition brand crisis in the same industry in the perspective of the third party enterprises, as the coping strategies of the third party enterprises. In reality, the brand crisis of an enterprise is not only from the inside of the enterprise or from the outside of the enterprise. The existing research shows that the competitive brand crisis is not isolated, it can affect the similar enterprises through the enterprise similarity and so on. Therefore, as a third party enterprise, it should not only have a positive response to the enterprise. In the face of the crisis awareness of the internal crisis, we should also face the crisis of the competition brand from the competition. Facing the crisis of the competition brand, the enterprise should also take the opportunity to fire the fire, and change the existing competition pattern by the mistake of the competitive brand.
On the basis of the previous research on the spillover effect of brand crisis events, this paper considers how enterprises should actively respond to the competitive brand crisis rather than passively wait for the positive and negative spillovers of the crisis. Because some scholars have pointed out that the marketing efforts of the enterprise will become more effective and more aggressive during the competitive brand crisis (BroniarczykJoseph, 199) 4) 1 and Heerde (2007) 2 further believe that the crisis situation in the competition brand will make the marketing strategy more effective. The brand is not only a simple logo, symbol, but also a commitment to the customer. However, the instinct of profit making seems to allow many enterprises to forget the due commitment, thus triggering the brand crisis. The brand crisis is an abbreviation of the negative events of the enterprise brand, which refers to the negative events involving their products, services, companies or employees in the business operation. This article tries to study the active brand crisis of the competitors, that is, when the competitive enterprises cause the crisis because of the subjective factors (such as excessive reduction. Low cost leads to product quality defects. What kind of advertising strategy is more effective for enterprises, we expect to add a new perspective to the crisis management of enterprises through this research. In the concrete study, this article from whether the initiative crisis originates from the production of competitive brand products and creatively divides brand crisis events into products. Damage crisis and value crisis, and then consider the competitive brand of these two crisis situations, the effectiveness of enterprise marketing strategy. Advertising as a competitive brand crisis situation enterprise marketing strategy, is because advertising is the most effective means of advertising as a modern enterprise brand, can vividly convey the product or enterprise of enterprise. In the specific study, this paper further divides the advertising strategies into two types of advertising forms based on propaganda products and propagandize the enterprise image, considering the different products of competitive brands. Under the brand crisis scenario, the optimization problem of different advertising strategies is chosen.
Combined with the definition of two kinds of crisis situations and two categories of corporate advertising strategies, this paper analyzes the influence of the two people on the consumer brand attitude with the experimental method. First, it studies the impact of the crisis situation on the consumer brand attitude, and deeply analyzes the impact of which crisis situation is far-reaching; secondly, the research competition is competitive. Under different crisis situations, which kind of advertising strategy (enterprise product advertisement and corporate image advertisement) used by enterprises is more effective. Finally, it puts forward some reference suggestions on enterprise crisis management through the empirical results. The concrete experimental operation is divided into two steps, including the prediction and the positive test. The purpose of the prediction is to design the research. Competitive brand crisis situation and corporate advertising strategy simulation confirm that different crisis situations and advertising strategies can be well separated and ensure the effectiveness of the formal experiment. Because of the two crisis situations involving competitive brands and two kinds of business strategies, the formal experiment uses 2 competitive brands. Crisis type: value type crisis and product injury crisis) x 2 (enterprise advertising strategy: corporate image advertising and enterprise product advertising) design between groups, the experimental object is divided into 4 groups to explore the impact of different types of competitive brand on consumer brand attitude, and compare consumers with different advertising strategies after the brand. The main conclusions of the study are as follows: (1) there is a negative impact on the brand attitude of consumers whether the competition brand is the product injury crisis or the value crisis. (2) in the face of the brand crisis events in the competitive enterprises, the enterprise should pay more attention to the crisis event of competitive brand products, because the enterprise should pay more attention to the crisis of the competitive brand products. In order to find out the value crisis of the competitive brand, the product injury crisis of competitive brand has a more significant impact on the consumer brand attitude. (3) under the situation of competitive brand product injury crisis, compared with the corporate image advertising strategy, the enterprise's product advertising strategy has more significant impact on the consumer brand attitude. (4) Compared with the product advertising strategy, the corporate advertising strategy has a more significant impact on consumer brand attitude.
The significance of this research conclusion, from the point of view of the actual operation of the enterprise management, provides a new perspective for the modern management of the enterprise. The enterprise should look at the brand crisis events in many angles, pay close attention to the internal crisis of the enterprise, and also pay attention to the crisis events of the same kind of competition and enterprise. All of the two aspects should be paid attention to and are all prepared. Good response strategy. Today, as the media economy is highly developed, the maximization of the brand crisis is often unprepared for a crisis enterprise. From the point of view of market competition, this kind of challenge is a challenge to the enterprise which is not the origin of the crisis. At the same time, enterprises only consider how to cope with their own scenarios, that is, snow in front of the door, regardless of the situation of other people's frost. Therefore, the past theories are mostly competitive with the enterprise response strategy under the crisis situation of the enterprise itself, and the impact of the crisis on the consumer brand attitude and its own brand assets. In the case of empirical verification, it is found that enterprises can well change the consumer brand attitude with the help of the competitors' temporary crisis, and provide new channels and directions for the modern competitive economy. From a theoretical point of view, the conclusion of this paper has promoted the research of brand crisis and the dangerous management of enterprises under the situation of competitive brand crisis. Theory provides a theoretical basis. First, in the brand crisis level, through the observation and analysis of the real brand crisis events, the brand crisis is classified, the research space of brand crisis has been opened up, the brand crisis theory is enriched. The problem of why the spillover effects of competitive brand will occur after the crisis is explained. Secondly, On the model of the influence of corporate advertising strategy on consumer brand attitude under the situation of competitive brand crisis, it is proved that the enterprise can actively choose marketing strategy for active defense or attack, in addition to passively waiting for the spillover effect of the crisis.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.55

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