Research On Brand Crisis Management Based On Stakeholder

In recent years, domestic and international famous brands fell frequently in crises, which made the brand owner enterprises suffered huge economic losses. Brand crises could threaten directly the survival and development of brands, and sometimes even make a fatal blow to the brand owner enterprises.Today market economy and information transmission are highly developed, which contribute to a more and more dynamic environment for brand business. Enterprises can not adapt to the changing environment well or corporate brand management itself breaks down could trigger brand crises. So it is of great significance to study on the brand crisis and explore more scientific management methods.At present, the research on brand crisis management is still at the preliminary stage, and systematic research based on the stakeholders of brand crisis is still rare. 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. The main work and innovations would be described as follows:Firstly, study enterprise brand crisis management issues from the point of view of stakeholders. After anatomizing the contractual nature of brand, the formation mechanism is studied and the essence of brand crisis is extracted as distorted contractual relationship between brand owner enterprise and its stakeholders within the contract system. The brand crisis affected the stakeholders'interests in some sense and they will response differently, so the roles of internal and external stakeholders in the crisis are analyzed, based on which, a brand crisis management rational basis is constructed.Secondly, the crisis communication mechanism has been established based on the information spread in the crisis. After studying the rule of real information and false information in the brand crisis, the communication system between enterprise and the stakeholders is established. In addition, the mechanism of game during the internal and external communication has been studied. Then some communication strategies are supplied. Thirdly, stakeholders'group decision-making system for the brand crisis has been established. After the analysis of the characteristics brand crisis decision-making, the dynamic group decision-making model is made based on the premise of bounded rationality, under the condition of stakeholders'participation. Then brand crisis dynamic Decision Support Center (DSC) is constructed.Fourthly, guided by the stakeholders'value-oriented principle, the brand crisis management performance evaluation model is constructed based on balanced scorecard (BSC). ANP-based fuzzy comprehensive means is tried also to quantify the system.