Research On Enterprise’s Brand Crisis Management In New Media Environment

In recent years, widespread applications of new media and freedomof public opinion as well as its opening-up have been presenting a set ofnew challenges for brand management and safety. The emerging newmedia likes a double-blade sword, that is, on one hand, it bringsconvenience and flexibility to brand promotion and on the other hand, itamplifies negative brand information to aggravate the influence of brandcrisis. The new media environments become potential minefields whichnone of company managers in the world can make a detour to avoideasily. How to secure the brand makes it necessary to develop the relativetheoretical research. Although lots of brand managers have awareness ofbrand crisis management in traditional media environments, it is in newmedia environments that theory and practice sectors cannot provideenough sufficient insights yet into incentives, forms, and systemmanagement model of brand crisis to respond to the rapidly changing andunpredictable markets. Therefore, this thesis investigates brand crisismanagement in new media environments in order to show its enormouspractical significance to the enterprises in the new situation.Starting with research backgrounds and significance, this thesisfirstly presents research status of brand crisis management both nationaland international. Secondly, we introduce the main contents and methodswith a clear definition of investigation target categories. Thirdly, due to the interdisciplinary feature, we give relative theoretical fundamentals asbraces of the following dissertation. Fourthly, taking new-mediaperspective, we discuss the concepts and characteristics of the new media,and the cause and traits of brand crisis under the new mediacircumstances. On the basis, we expound the core parts of this thesis thatcontain the prevention mechanism and process solutions of brand crisis.In the part of the prevention mechanism, we present an improvedtheoretical model of brand crisis prevention under the new media. Withpreventive measures and staff equipment, we establish a pre-warningsystem and fix factors in the evaluating indicator. In the part of processsolutions, according to crisis intervention model and six principles ofdealing with crisis, we propose pointed process solutions of how to assesseffect of brand crisis. In the final part of brand rebuilding, we indicate themethods, propagation model, and tactics of brand rebuilding, which offerstheoretical guidelines to repair the damaged brand after the crisis andexcavate the new brand value.