The Analysis On Spillover Effect And After-Marketing Management Of The Product-Harm Crisis

With the rapid economic and social development, because of the greed of some unscrupulous traders, inevitably are there some adverse events including product-harm crisis, which are closely related with people's livelihood. The product-harm crisis against the right of consumers has been growing, related to many aspects, such as food, clothing and daily uses. Product-harm crisis, not only affects the parties: enterprises and consumers, but also in large part, many aspects are affected from its spillover effects. Previous studies confirmed that the product-harm crisis had a negative impact to the consumer behavior and product brands, but to the spillover effects from the product-harm crisis, it is unclear which factors would affect them, and which stakeholders would be affected by the spillover effects. In addition, we have seen that after a crisis, the stock value of some listed companies would decline. However, could companies only passively accept the crisis? So how should stakeholders protect themselves from the crisis being involved, and play better defense from spillover effects? Practical problems abound, and it reveals the weaknesses of the theory about product-harm crisis management.Basing on the field of marketing, with reference to relevant literature data, and combining many other subjects, such as marketing, consumer behavior, and market research, and making the introduction of the attribution theory from the field of social psychology, the paper would make depth study of spillover effects of product-harm crisis. To the practice of enterprise's marketing management, the paper would put forward the strategy of after-marketing management about product-harm crisis focusing on the enterprise perspective, and guide the modern enterprise making brand repair, market recovery, and promoting future sales, focusing on the customers. Meanwhile, the paper would also offer the after-marketing management advice and marketing strategies to the company's brand, other brands in the same brand portfolio, competitive brands, and the government, etc.This paper is designed to provide a realistic crisis management advice to the crisis caught companies and other stakeholders affected by the spillover effect of the product-harm crisis, to help them take the right attitude and approach to deal with, to work out the feasible solutions to reduce the damage to the minimum, and to avoid the expansion of the negative spillover effect.