The Competing Brand How To Deal With The Promotion Strategy Of Crisis Brand

With the continuous development of economy, more and more domestic and international enterprises begin to face the challenges of the crisis events, product crisis is becoming an important aspect that the enterprises have to face. Product crisis not only causes a decline in sales, market share and other visible damage, but also can cause the wreck of enterprise intangible assets, such as the decline of brand reputation, consumer’s brand attitude reduction. Furthermore, the product harm crisis will also spread to the other enterprises in the industry through the possible infectivity and conductivity, which phenomenon in called spillover effect. Researches on product harm crisis and its spillover have made greater progress, even so, there are still some disadvantages of the existing research, after the competing brand influenced by the negative spillover, whether to adopt the promotion strategy, what kind of promotion strategies should be taken to improve consumer’s purchase intention and brand attitude? When the crisis brand also takes promotion strategies to restore market, whether the promotion strategies of the crisis brand would influence the effect of the completing brand’s promotion strategy? All of these questions need further research.In view of the above questions, on the basis of the previous studies, we put forward our own research model, and study it by using situational experiment method, we use SPSS18.0statistical analysis tools, descript the collected dates by statistical analysis, including descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis, regression analysis and analysis of variance, drawn conclusions in this article:perceived risk and perceived value are significantly negative correlation, perceived risk and purchase intention/brand attitude are both significantly negative correlation; perceived value and purchase intention/brand attitudes are significantly positive correlation; different promotion strategies taken by crisis brand will influence the effect of competing brand’s promotion strategies, When the crisis brand do not take the promotion strategy, the buy-get strategy is the best for the completing brand, then is the price discount strategy, when the completing brand d not adopt promotion strategies, the effect is worst. When the crisis brand adopt some promotion strategies, no matter monetary promotion or non-monetary promotion, only when competing brand take consistent promotion strategies with the crisis brand, the effect is best. That is to say, what type of promotion strategy the crisis brand adopt will regulate the effect to some extent of completing brand’s promotion strategy, and at that time, the consumer’s perceived risk and perceived value are relative, customer would compare the two brands before they buy, and the same marketing strategy for consumer is the most direct contrast. Conclusions of this study bring some enlightenment to business practices:in the particular case of product harm crisis, the effect of promotion is different from the past, at the same time, the consumer is sensitive to the crisis, especially the non-crisis brand which suffer from negative spillover effect, should firstly observe the response of crisis brand, then takes action based on this, When the crisis brand do not take the promotion strategy, the buy-get strategy is the best for the completing brand, then is the price discount strategy, when the completing brand d not adopt promotion strategies, the effect is worst. When the crisis brand adopt some promotion strategies, no matter monetary promotion or non-monetary promotion, only when competing brand take consistent promotion strategies with the crisis brand, the effect is best.This study takes the crisis brand and other completing brand in the industry after the product harm crisis into account, what kind of promotion strategies they would take to restore the market. The marketing strategies of the two sides are how to influence the other side, which changes the research mode in the past. The study takes the undergraduate as research targets, but due to the lack of ability and experience, when we select the research targets, design the experimental conditions and the selection of stimuli, there are still certain limitations. Future research is still a large space for development and improvement.