Sanlu Brand Crisis Management

Facing today's highly competitive market environment in the enterprise, although the scientific and technological advances and information explosion strengthened to enable the development of enterprises, but also face more challenges: On the one hand, scientific and technological progress to increase the enterprise's products and services a variety of scientific and technological content, the enterprise in order to grasp the potential flaws in their own products to a higher challenge; On the other hand, corporate brand management in a more full disclosure of information, greater awareness of consumer rights era, brand crisis, as in the past is no longer only for a small number of people know. All of this will make business mistakes in the supervision of the public media, and in such circumstances, the corporate brand How to get rid of the threat of a crisis, reducing the damage caused by the crisis, and found that transfer from the crisis, the managers of enterprises is always a big challenge. By observing the different crises in dealing with brand ideas and practices, we found that whether a system of brand-building crisis management mechanism, and whether the crisis, the effective implementation of an enterprise is able to properly deal with the crisis in the key brands. Students will take the opportunity to write this thesis, combined with work in business experience, integrating theory with practice to systematically sort out, study, improve the brand of the theoretical knowledge of crisis management and brand through the analysis of the crisis cases, the search for effective prevention, brand crisis response, crisis and the restoration of the brand, come up with strategies to revitalize the brand image and recommendations.