The Research Of Brand Crisis Management Based On Perspective Of CSR

With the development of internet and media, the information of the enterprise or the brand is disclosed to the public more frequently. As a result, the company is exposed to the potential risk of negative messages leakage. People pay more and more attention to the human cultivation, social morality, environment contamination, human health&labor safety. The consumers have concerns about the social responsibilities of enterprises and brands. Under this background, the unexpected incidents resulting from the enterprise risk and uncertain factors are spread through the internet and media. It arouses the consumers’ attentions and they lose the trust towards the enterprise, which pose the threat to brand value and enterprise survivorship. In the above context, it is particularly urgent and important for the Chinese enterprises to conduct scientific brand crisis management based on corporate social responsibility.This paper starts from the history development of the research on corporate social responsibility and brand crisis theory. Through the survey data issued by the relevant authorities, e.g., report on current social responsibility situation, it elaborates the current status of CSR implementation and brand management in China. Besides, with the analysis on brand crisis resulting from poor CSR management, it is concluded the dialectical relationship between CSR and brand crisis, namely, the enterprises, actively fulfilling the social responsibility, can not only reduce the probability of brand crisis, but also enhance the enterprise’s ability to take risks. As a result, it reduces the loss when brand crisis incurs. Enterprises, assuming social responsibility actively, can quickly recover from the brand crisis and rebuild brand image. The enterprises, fulfilling CSR, is exposed to lower extent of government regulation, which lower the cost of enterprise management. On the contrary, the company with weak sense of social responsibility is prone to brand crisis. Through the inductive analysis, and reference to the related theory of crisis management, by Professor Robert Heath4R theory (Reduction, Readiness, Response and Recovery) as the foundation, I put forward the strategies and recommendations on CSR and brand crisis management, and demonstrate it with relevant cases. It is expected to add some value and significance to the scientific brand crisis management of Chinese corporations.