Research On Early-Warning System Of Enterprise's Brand Crisis

The 21st century is a century of brand development, and brand is playing more and more important role. Today,it is impossible for an enterprise to survive and develop in such harsh competitive environment in the absence of strong brands. Speaking of the enterprise in china, because there are very big erroneous zones in the knowledge of brand construction and early warning, the brand crisis have occurred frequently, which increasingly becomes a stumbling obstacle of the development process of enterprises. In this case, how to monitor, recognize, identify and evaluate the brand crisis as soon as possible, how to take some timely and effective measures to get rid of crisis's threat or to reduce the damage brought about by the crisis in order to return the brand to secure condition, have become the urgent problems that have to solve for the manager of enterprise. In response, this article researches on how to build a brand early-warning system that can not only forewarn the brand crisis but also maintain the brand security.Firstly, the article carries on the brief review to the present research situation of the domestic and foreign enterprises brand crisis management, and defines the conception of enterprise brand crisis, and analyzes the causes of brand crisis from the angle of the brand and the internal and external environment of the enterprise. Then, with the question of corporate brand management in china, this article constructs an operational index system which can evaluate the brand crisis, and designs the relevant brand crisis early-warning management system. Finally, with the actual company as example, the article illustrates the implementation of the brand crisis evaluation subsystem, and evaluates the brand crisis quantitatively and scientifically. In the course of this study, the article draws the following conclusions:(1) Current brand management ignores brand safety management, which can be illustrated by the facts that it lacks both the research of brand crisis causes and the supervision upon the brand circumstances and brand management process, thus it can not promptly forecast and fore-control the crisis which maybe occur in the future.(2) There are certain signs before the occurrence of brand crisis. As these signs can be perceived and detected to a certain degree, and the quantitative evaluation of brand crisis can be achieved by the brand evaluation index. So it is possible to forecast and fore-control brand crisis.(3) To prevent or avoid the attack of brand crisis, the enterprise should reconstruct the model of brand management, add forewarning function, and finally establish a new brand early-warning management system.