The Research On Affect And Countermeasure Of Product-harm Crisis Upon The Multi-Branding Products

Now many enterprises imply the multi-brand strategy to hold bigger market share. Under the multi-brand strategy healthy movement, enterprise can receive good economic efficiency and fast development. However, it is very difficult for enterprise to guarantee that product does not have any quality problem or other negative news. We will find that the product-harm crisis events occur repeatedly, there are more and more product-harm crisis events exposed by media.Taking the daily-use chemical products as research object, this article examined the product-harm crisis's influence separately on similar products and different kind of products under the multi-brand strategy through empirical study. The conclusion obtains that if one product of enterprise have harm crisis it will have negative influence on all the other products with different brands. Based on the literature search and empirical study, this article proposed the product-harm crisis's countermeasures.From this research, we have cleared about the product-harm crisis's influence and improved the product-harm crisis management countermeasure. This has provided the reference to enterprises'development and the solution to product-harm crisis event, which has certainly reference significance...