Effect Of Enterprise Restoration Strategy On Crisis Effectiveness Of Restoration

With the development of market economy and corporate purposes ofprofit-maximizing, resulting in product harm crisis or lack of credibility and socialresponsibility brand crisis, is becoming more and more frequent. Once the crisis havenot been rapidly and timely processing, not only affect the stability of the entireindustry, but also spread to neighboring stakeholder interests, and even endanger thestability of society.Based on the perspective of brand crisis repairable, the study focused on theeffect of the corporate crisis restoration strategy influence the effectiveness ofrestoration affecting by the crisis in different brand crisis repairable and differentconsumers self-construal. The main objectives of the study were as follows:(1) toinvestigate the impact of corporate crisis recovery strategy to the effectiveness ofrestoration affecting by the crisis in different brand crisis repairable;(2) to explorewhether different consumers self-construal will affect corporate crisis restorationstrategy on the effectiveness of restoration.Two experiments have been conducted to test the hypothesis byANOVAwithundergraduates as our participants. The results indicate that:(1)in the brand crisisrepairable high crisis, the defensive strategy is the best choice, followed by theapology and compensation strategy, and silence strategy is the worst strategy; in thebrand crisis repairable low crisis, the apology and compensation strategy is optimalstrategy, defensive strategy second, the worst strategy is silent strategy;(2) for theindependent self-construal consumers, the defensive strategy is the best choice; for theinterdependent self-construal consumers, the compensation strategy is the optimalstrategy;(3) no matter what the crisis is, the defensive, apology or compensationstrategy for the effect of crisis restoration strategy is better than silence strategy.