Study On Enterprise Brand Risk Management And Its Application In Chinese Coal Enterprises

With economic globalization and rapid economic development in China, enterprises areconfronted with increasingly complex operation environment, increasingly competitivemarket and risks. Brand competition gradually becomes the highest form of competitionamong enterprises. Various risk factors including political, economic, cultural and marketingcompetition exist in enterprises. And these risk factors directly determine the success orfailure of corporate brand management. There are more questions in the currently theory andpractice, such as lacking of brand awareness of risk management, imperfect system anddefective implementing measures and so on. Therefore, it has a strong practical significancethat discussing on the risk management of enterprise brand for enhancing brand managementawareness and building risk management methods. This thesis uses AHP, the likelihoodestimation, fuzzy comprehensive evaluation and non-parameter test methods to do theresearch in all directions for brand risk management system. The main research results andinnovative points go as follows:(1) put forward three-dimensional brand risk management conceptual model ofenterprisesBased on the risk management theory, the paper puts the brand risk managementessentials as the core and integrates practices in the course of brand risk management. And itputs forward the concept of three-dimensional correlation brand risk management model anddetermines the management procedure of brand risk. For the further study brand riskidentification, risk assessment and brand risks laid a theoretical foundation.(2) build more systematic enterprise brand risk management index systemView of different risk identification index of different industry, the brand riskidentification within the industry is spread to analysis based on more of the brand value chain and the brand facing internal and external environment.Based on the comprehensive enterprise risk management theory, the paper considersrisk factors and relevance of departments, constructs the internal control system, riskevaluation system and the internal and external environment of the enterprise brand risk indexsystem. There are four aspects of the external risks, including the risk of macro-environment,industry fluctuant risk, competitive risk and public relations crisis, etc. There are six aspectsof the risk of internal brand. It covers the risk of corporate strategic decision-making, brandstrategy decision-making risk, operational risk brand, R&D production risk, marketingorganizations risk and the risk of marketing channels, etc. In the current changing marketsituation, the system has a strong theoretical and practical significance for totally evaluatingenterprise risk management of the brand.(3) establish the enterprise brand evaluation model of fuzzy multi-level risk factorsIt is too subjective to determine the importance order by enterprise brand risk index ofthe relative importance weight in previous methods. And the possibility of risk has not beenconsidered. The thesis measures brand risk from the risk loss and risk loss probability. Theenterprise brand evaluation model of risk factors is established by using AHP and multi-levelfuzzy comprehensive evaluation method. According to the enterprise brand model to calculatethe risk degree of risk indexes,it will provide basis for the enterprise brand and strength of thetargeted against risk evaluation.(4) build brand difference of high-risk factor prevention modelBecause enterprise adopt preventing strategies based on different brand risk factor withsignificant differences, the author presents brand differentiation in high- prevention strategythat companies should not only distinguish strong and weak risk factors of brand, also shouldset specific preventive strategies focused on strengthening risk factors of the different brands.These will become multi-dimensional brand risk prevention system from strategic, marketcompetition, brand, quality and communication.For the current brand risk management problems of coal enterprises in China, the brandrisk management theory and methods are applied to coal enterprises. Provide better brand riskmanagement framework and methods for coal enterprise risk management. The research willbring strong theoretical and practical significance to booming coal business and for enhancingits business performance and competitive advantage from brand building fields.