Research On The Generative Mechanism And Management Strategy Of Brand Crisis

The market economy enables the brand to become an edge tool for enterprises in the market competition,simultaneously the complicated and diversified market environment also brings more unpredictable risks to the enterprise.The highly developed media lets the information dissemination be faster and more widespread,so the relations between the brand crisis and consumers get much closer.In this case,it should be pay great attention for weighing the brand maintenance and management from consumer' s attitude and behavior based on the enterprise management.Therefore,by the methods of literature analysis and qualitative analysis,summarizing academic achievements in this field,the purpose of this study was to explore the generative mechanism and the basic countermeasures on brand crisis about consumers attitude and information communication in the developed media environment.The disposal of brand crisis in Chinese market represents three kinds of unscientific ways:sheep standpoint with helplessness;the ostrich standpoint with delaying tactics;hawkish standpoint with refusing to make concessions.The phenomenon proved it is inevitability to strengthen brand crisis management.Analyzing the essential attribute and its essential feature of brand crisis,it had been proven that the relationship between brand crisis and consumers are most important in crisis disposal.The internal and external factors that induce brand crisis are still aiming at consumer's feeling and their attitude. Therefore,the brand crisis management based on the consumers' perspective should consider the change of consumers' attitude to brand in the crisis situation from the consumer's feelings and attitudes,and try to maintain their brand trust and loyalty. In accordance with the degrees of the crisis brand,the management can be divided into three levels:at light degrees of restoration;at degrees of moderate restoration;at high degrees of restoration.Then a brand crisis management circulation mode should be set up.With each level the article put forward the corresponding management strategy:do your best to control the crisis in the first circulation and let it not proliferate;after it happened uncontrollablly,setting up the criterion that the consumers' benefit is supreme is the key to successfully handle crisis and decrease the loss of brand image; using the way of integrated communication to communicate with consumers in both-way in the process of restoration.