Discussion On The Management Of Crisis About Enterprise Famous Brand

Since the eighties of twenty centry, with more development of the opening policy in our country, more and more advanced ideals have been accepted by our people progressively. Over the past 20 years, Chinese enterprises, from planned economy to market economy have produced a set of well-known brands, such as Haier, Lianxiang, Konka, Changhong, Chunlan, Hongta mountain, beautiful, TCL, etc. The years brand operation and brand competetion have come to the comer. In order to obtain the best function of the brand market, enterprises must apply to the brand management tactics and famous-brand administrative skill that system combined, capture the lofty perch of marketing of brands. However, enterprises can hardly capture the variation tendency of the market environment promptly and accurately, Famous-brand operation activities can also hardly meet the changing environment, Or during the marketing activities enterprises often present loophole in famous brand well often either, It is even only that a small carelessness which is apt to cause the crisis. The outburst of the crisis, will make the products drop and even unsalable at once, will also make the famous-brand image and enterprise's prestige greatly detract. In this case, it is the problems that all enterprises care about and try hard to solve how to take precautions against and avoid the crisis in comfort, From famous brand operation angle we attempt to solve the crisis phenomenon and crisis countermeasure act for some discussions, Come to the conclusion and enlightenment finally. We dividing concretly into four parts, the summary is as follows:Part one Namely is the foreword of the text. We recommend at first what is the famous brand: The academia generally think, the famous brand owns higher popularity and trade mark of business reputation, It is the total of brand product, famous-brand trade mark and famous-brand enterprise. Among them brand products refer to the products with higher popularity, trust and good reputation degree; Famous-brand trade mark leading brand product comprehensive, sign of particularity, it represents quality, producing place, producer comprehensivly; Famous-brand enterprises refer to enterprises with certain popularity, trust and good reputation degree, Famous-brand enterprises can depend on one or several kinds of famous-brand goods in the keen competition at home, international market, Keep higher business reputation and enterprise of the occupation rate of market. Then define the famous brand operation: Famous brand operation can interpreted as well-known operation of brand, famous brand run and lay particular emphasis on famous brand travel even more by contrast, The famous brand is extended, the famous brand is managed and the famous-brand internationalization is run, etc. the management activity of marketing. What is channelled into to run the crisis the famous brand afterwards: If enterprises fail to catchto the variation tendency of the market environment accurately and all-sidedly in time, Famous-brand operation activity of enterprise can not meet the changing environment, loophole has appeared of the marketing activity in famous brand well, Even it is a small carelessness that may cause enterprise's crisis.Second part is to analyze the phenomenon of enterprise famous brand crisis. Because famous brand operation lay particular emphasis on famous brand extend, famous brand propagate and famous-brand internationalization .So the analyses is launched from three above-mentioned respects mainly. Famous brand extend, claim famous brand expand too. It is generally acknowledged it is a certain well-known brand, and owns successes brand on influence of markets, Expand and use and become famous products or original product totally at the different products, in order to rely on existing successful brand to introduce the new product course, But it is a double-edged sword which the famous brand is extended, it is favorable, there is a fraud, When the fraud is greater than the profit, It will cause the crisis most probably, What...