The Study Of Building And Empirical On An Early Warming Systerm For Agricultural Products Brand Crisis

Agricultural product brand security has always been a hot issue researched in the theoretical and empirical fields. However, Agricultural product brand crises still occur frequently and an effective early warning system for these crises hasn’t been founded by now. Therefore, it is necessary to establish a complete early warning system for agricultural product brand crisis to help our national agricultural products industry shake off the current market downturn.Based on the theories of the brand crisis management and the early warning system for brand crisis, this thesis will take agricultural product brand as research object and trace a large number of relative research works home and aboard. In comparison of relative definitions, the characteristics and causes of agricultural product brand crisis as well as the features of its early warning system are analyzed, on which, the thesis will construct an early warning system of agricultural product brand crisis, design its operational procedure, do the empirical analysis according to every phase of this procedure, and finally provide advices for completing the early warning system of agricultural product brand crisis.This thesis aims to build a brand crisis pre-warning system fit for agricultural field. Firstly, it will define agricultural product brand, agricultural product brand crisis and its early warning system, with this basis and the comparative analysis, find the characteristics of agricultural product brand crisis and its causes, and then conclude the characteristics of early warning system for agricultural product brand crisis from its connotation and function. Secondly, based on these definition and characteristics, this thesis will build the early warning system for agricultural product brand crisis especially focusing on its systematic structure and organizational structure:the systematic structure of this early warning system consists of information system, crisis pre-control system, emergency disposal system and systematic management while the management system of this early warning system consists of permanent and temporary agencies; and then it will fatherly describe the operational procedures of these two systems by phases while respectively propose the advices to ensure every operation. Thirdly, according to the operational procedure above, the thesis will do the empirical analysis of the constructed systems in four phases:in the preparation phase, based on the former analysis on causes of agricultural product brand crisis, the early warning indicators system will be built exclusively for agricultural product brand crisis including two internal warning sources (brand itself and brand equity) and three external warning sources(brand management, brand internal environment and brand external environment)and then depending on this indicators system, the two sets of questionnaires to consumers and staffs will be designed; in the early warning phase, the thesis will analyze the questionnaire data with structural equation model software, get the path coefficients of each variable after revision and inspection, build the structural equation model of agricultural crisis early warning system and apply this model in the early warning for the brand crisis of Songbei King agricultural development limited company; in the pre-control phase, the thesis will compare the pre-warning results with SWOT-PEST matrices of this company to verify the practical feasibility of the structural equation model built in the early warning phase and propose the effective reference measures for preventing the brand crisis of this company; in the response phase, the countermeasures will be submitted to the company managers, feedback surveys of this company will be made after some time to get the early warning results and prove the practical feasibility of this constructed early warning system for agricultural product crisis. Finally, the thesis will propose the advices to complete the early warning system for agricultural product brand crisis, which will ensure the security, sustainable survival and prosperity of our national agricultural product brand.