Discussion Of The Influence Of The Crisis On Brand Image And The Measures To Dissolve It

In the contemporary society, the crisis is ubiquitous, may not exaggerate said that we live in a crisis time. The crisis becomes an inevitable topic and the topic more and more, the reason which the crisis produces varies, thus had decided crisis's classification complex, the crisis brings the influence is ever changing, the people are under this situation start to crisis's research. Since long, the academic circle concentrates most to crisis's research and the discussion in the politics, the medicine, the public management science, aspects and organization behavior study so on .Since the 1980s, has had frequency increase along with the business crisis, destructive effect enlargement, the social influence enhancement, obtains the theorists attention more and more, the influence and the management research starts in view of the crisis to the enterprise to obtain the development.Taking the theory of constructivism as the theory base,this article in reviews the domestic and foreign crisis theory in the foundation, embarks from the business management theory's brand image management theory, focuses on the crisis and the brand image unique angle, the influence which and the melt measure produces to the brand image conducts the research and the analysis in view of the crisis, in the entire research analysis, cannot leave to the crisis correlation theories, the marketing study correlation theories, the public relations science correlation theories and the dissemination study correlation theories as well as the school of advertising correlation theories generalized analysis discussion.This article deep research crisis many kinds of influences which produced to the brand image, has constructed the brand image management and the crisis management bridge, has studied the brand image this special element in entire crisis management special position prominently, discussed the enterprise the brand image management as the breakthrough point under the crisis different influence counter measures. Has not looked like the tradition crisis management theory such to embark from the crisis management 4R model, simple explains the crisis management according to crisis's different period frame, but is stresses on under the crisis environment, actually did the brand image receive which to affect, what effective measure should take in view of these influences to melt the crisis, thus enabled the brand the image to obtain the good maintenance, enabled the brand the benefit to obtain the biggest protection, caused brand own value to be out of danger in the crisis, and made the summary in the crisis to the brand image management, how to deal with the crisis for the enterprise to discover the reasonable plan in the future. Finally proposed to crisis's brand image management's futurology mentality own view, the attention which gives to the academic circle relatively brand-new theory, and how the better use brand image management melt crisis to give the constructive comment and the pointed suggestion in the future to the enterprise.In the research process, the writer has analysised massive business crisis case, and embarks from the actual operation, rises to the theoretical level, summarizes the enterprise from the case the general character question in the case research process,which is affected the crisis, similarly in the case analysis, processes in own crisis success's or failure's case from the different enterprise, seeks for the brand image management to deal with crisis's general character measure, will obtain the brand image management to dissovle in the business crisis to form the mechanism and to play more and more vital role.