Research On Business Marketing Crisis Management

We are living an environment full of crisis, and our enterprises live in a dangerous marketing environment, too. With the change of policy and law, economic, social culture, marketing crisis are frequent than any time. In recent years, different kinds of unexpected events occur continuously in global areas, many transnational corporations fall into crisis; some famous brands are troubled by a series of events. Since 2008, corporate crisis increase sharply, various serious crisis caused great losses to corporations. Because crisis often leads to economic losses and image damage, even bankruptcy, so corporations should not only face to fierce market competition, but also have to cope with different kinds of crisis.Crisis management theory has been improved much since 1980s', but as to the specific crisis such as operation and management, its development is not so perfect, the theory lagged behind practice. So researching the causes and characteristics of market crisis, the inherent mechanism and its management processes is important for corporations.The introduction of this paper describes the significance of the study and research situation of corporations marketing crisis; the second part introduces the basic concept and characteristics of crisis management; the third part analyses the characteristic, classification, the external and internal factors which affect marketing crisis; the fourth part studies on the principle and process of marketing crisis management, and presents the effect of medium in crisis management; the fifth part is positive analysis, it makes a comparison on the Yili enterprise and Sanlun enterprise to show the importance of marketing crisis management; the sixth part makes a conclusion about the whole paper, it regards that the corporations should have crisis sense and establish early warning system before the crisis happens; strengthen the communication with media, make decision decidedly during the crisis management; summarize the experience and lessons to provide reference for future management. It hopes to play a guiding role for enterprises.