Research, Marketing, Crisis Management Based On Corporate Culture Perspective

Marketing crisis.one kind of crises enterprises faced today, put economic benefits and image of enterprises at a disadvantage .From angle of enterprises culture. This paper elaborates on the management of marketing crisis .It probes how enterprises culture internally affect the developing of marketing crisis, and try to figure out resolutions which offer some reference on the management of marketing crisis.This paper combines the theory analysis of with cases analysis in the paper. Seven parts are included as followings:1 Offer the background and significance of the paper.2 Define concepts related to enterprises culture and enterprises crisis management.3 Demonstrate the potential impact on marketing concepts and marketing strategies of healthy and ill enterprise culture.4 Explore the mechanism of how ill enterprises culture impact the marketing crisis such as product,place .price, promotion and revolution crisis.5 Stick to crisis watching system and crisis settle theory ,it emphasize particully on the resolutions strategies from the viewpoint of enterprise culture,especially on the revolutions of enterprise marketing crisis.6 Evidence from two typical cases analysis .7 Conclusions and facing problems.