The Research Of Automobile Manufactuirng Enterpirse Brand Cirsis Management

Automobile manufacturing industry is the important sectors of the nationaleconomy in application, the latest research, jobs, driving the development of relativeindustries, create a high value, profit and revenue to play a positive role, of a countryor region’s economic development can produce a great pull utility. In recent years,automobile manufacturing enterprise brand crisis frequency, the enterprise and thedevelopment of the industry is facing unprecedented challenges and threats. How toeffectively prevent and respond to automobile manufacturing enterprise brand crisis,the industry has become the focus of attention and new theoretical research andpractical subject.Influence factors of brand crisis make out scientific judgment and brandrecognition is the premise of the crisis management, which is the first phase of thecrisis management. However different factors on brand crisis the influence degreeare different, only makes a deep analysis of the argument, to find out the maininfluent factors of brand crisis, this logic has become the main thread in this paper.This paper first collects2004-2010years on the Internet by car manufacturingenterprise brand crisis of these events, analysis the cause of the crisis of brandfactors, such as competition in the industry, product quality and after-sales service,social culture, etc. According to the summarized factors of auto manufacturingenterprise brand crisis cause by external and internal, to construct comprehensive evaluation index system of the factors, which cause the car manufacturing enterprisebrand crisis. Then through comprising many of the evaluation method, choose grayrelation evaluation method to calculate grey correlation degree of each carmanufacturing enterprise brand crisis influence factors, and arrange them. Finally,analysis these factors, according to the enterprise’s own explanation, industryassociations and the government agencies, give the brand crisis measures andsuggestions. Expect to help the car manufacturing enterprises and related departmentset up the crisis consciousness and to improve crisis identification, processing andthe ability to recover, point to car manufacturing enterprise brand crisis management,in order to promote the whole car manufacturing industry sustainable and healthydevelopment.