Analysis On The System Archetype Of Marketing Crisis

Since its introduction to our country in the early 1990s, the theory of crisis management(CM) has been integrated into the marketing practice of our enterprises and thus developed to large extent. The occurrence of MC not only brings benefit losses on enterprises, but severely affects the intangible assets such as the brand popularity, reputation, and so on. Hitherto, in our nation, there are no works on the systematic introduction and discussion of MC. And the authors are seldom found to probe into the mechanism leading to MC, and to indicate the causes of crisis based on the origin. The essay is expected to propose the definition of system archetype(SA), summarize the laws of marketing crisis management(MCM) on the price competition strategy, product strategy and channel strategy, by analyzing the characteristics of MC, and advance the relevant SA, which is based on the book"The Fifth Training"by Peter Sangie. First of all, the essay briefly introduces the relevant theories of MCM and SA,involving crisis,CM,MCM,SA and so forth.secondly,it analyzes with the prototype of systematic from three aspects which could easily bring about the MC.1.According to the"price war"in the price competition strategy,the essay firstly analyzes the price competition theoretically.Then it analyzes the running mechanism of the price war with the SA of"vicious competition".At last it put it to the proof with the prototype of systematic using the case of price war in the television industry.2.According to the different behaviors after purchase of consumers ,firstly ,the essay analyzes it theoretically by analyzing the case of US"FIRST"wheel,"HENGSHENG"computer,the Modern City"Ammonia"incident,finding the reasons of different behaviors after purchaseby using the SAof"attending to the trifles and neglecting essentials",summaring the SA of"attending to the trifles and neglecting essentials"which could be used in the behaviors of consumers after purchase.3.There are several flows in the distribution channels,of which the fund flow may easily lead to the MC.the essay takes the problems that may occur in the fund flow as an example analyzing the"ultimate solution"of ensuring the free flow in the fund flow with the SA of"target erosion".The essay is aiming at putting forward a set of prototype of systematic and serviceable MCM through the research on SA and providing a new point of view and method in the research of MCM.