Research On The Marketing Crisis Prevention Management System

With economic globalization and the changing international political environment, the increasingly dramatic changes in modern society, the rapid development of economic and marketing environment, enterprises face the crisis, the probability of getting big marketing crisis, a serious threat to the development of enterprises and survival. Companies will strive to minimize the losses and the cost of the lowest cost crisis nipped in the bud, but when there is no crisis warning stage when the process is good, when a crisis is inevitable, companies must use a variety of effective crisis management measures to defuse the crisis. The so-called crisis marketing refers to marketing enterprises to adopt a series of special measures to set things right in the face of crisis, in order to minimize the adverse effects of the crisis caused to the enterprise. The essence of the crisis of marketing, enterprise initiative to create a crisis and use the crisis for companies, products or services and promotional activities in order to achieve marketing goals. Enterprises are to be truly effective crisis management, and to reduce the negative impact to the enterprise, it is necessary to establish a set of marketing crisis mechanism.Based on the crisis caused by corporate marketing analysis of root causes, from the Cause Marketing Crisis, characteristics, classification of view, the crisis in marketing and marketing early warning crisis is defined and analyzed to Xinjiang Tianrun dairy company handling processing Ecolean yogurt quality and safety issues of crisis as the starting point, analyze shortcomings and problems to be solved in the event reflected from the establishment of enterprise marketing management crisis early warning system, puts forward a series of prevention and disposal crisis management measures for enterprises to cope with the crisis marketing processing and managing some suggestions.