Research On Brand Crisis Management Of Food Enterprises In New Media

The food companies’ brand crisis has taken on a new character in the new media age; this is an opportunity and also a challenge for the food companies. How to deal with the brand crisis in the new media environment has become the focus of brand management, so the research of food enterprise’s brand crisis management in the new media age is of great theoretical and practical significance.In our country, there are many food enterprises can not cope with the brand crisis which spread suddenly and rapidly in the new media age because of their own vulnerability in the brand management. For such a management situation, the paper which takes the corporate crisis management theory and the brand management theory as a guide, firstly, analyses the food companies` brand crisis in China as a whole which includes the existing problems, the causes, the characters and the harms. In the next, the paper has established an evaluation system about the factors that can effect the food enterprise` brand crisis through the analysis of the food enterprises` brand crisis cases in the recent years in order to find out the mainly factors which have significant impact on the brand crisis. In the end, the article has proposed some suggestions to our country’s food companies for their brand crisis management in the new media age from three aspects which are the prevention, response and post-crisis rehabilitation.