A Study On The Strategies Of Enterprises In Responding To The Crisis Of Defending Products

Recent years, The number of product-harm crises has been sharply increased, most of them are defensible product-harm crises.So how should the company response to the crisis is an important question.To solve this problem,this paper start to do some research.Based on to maintain consumer purchase intention,We analyzed the different situations, what kind of strategy is optimal.In order to study this problem,First,describes the relevant background of the problem.Second, the paper introduces the research in the field of product-harm crisis on research.After this,this paper make the coping strategies of enterprises as independent variables(Defense policy, silent strategy and reconciliation strategy), make the consumer purchase intention as dependent variable.And make the seriousness of the crisis and mass properties as a moderator.This paper presents six hypothetical,420questionnaires were distributed of which372valid questionnaires.Using SPSS18.0questionnaire data were statistically analyzed.Including descriptive statistics, factor analysis and one-way anova analysis. Through the analysis, six hypothetical have been complete or partial proved.Experimental results show that:On the maintaining consumer purchase intention perspective,silent strategy is not the optimal strategy.When response to the serious and solitary crisis,the Defense strategy is most effective.Severity of the crisis and mass properties is the moderator to the coping strategy. As the severity of the crisis weakened the worse Defense strategy and the effect of reconciliation strategy is better. With the number of enterprises involved increased weakened the worse Defense strategy and the effect of reconciliation strategy is better.Compared with previous research, innovation of this paper is to prove that there is not a universal strategy for an enterprise to respond to defensible product harm crisis. The severity of the crisis and mass properties will have an impact to the effect of coping strategies.This paper provide a new ideas to response to the defensible product-harm crises.When coping with the defensible product-harm crises,The company should take Severity of the crisis and mass properties into consideration.