Study About The Crisis Management And Rebranding Of Auto Brand

Automobile industry is the important sectors of national economy of our country,it not only provides the general jobs,application of new technology research and development and driving the rapid development of relative industries has played a positive role,but also creates the national production of high output value,profits and taxes,the rapid development of economy in China produced the huge push effect.However,in recent years,there has been a lot of crisis about car companies,and the development of the auto industry is facing unprecedented challenges and crises.How to actively prevent and respond to the auto business crisis is the focus of attention of domestic experts and scholars.At first,this paper sums up the definition of auto enterprise crisis,distinguish the types of auto enterprise crisis,this paper expounds the auto enterprise the cause of the crisis,finally analyzes the auto companies face in the new media environment of all kinds of crisis.Then through the comparative analysis of the electric car of the fire cases and audi and JEEP crisis management cases,tells the story of the domestic and foreign automobile enterprises in the car at the time of the crisis.Finally,the paper discusses the management methods and measures of the crisis management and brand image reconstruction in the new media environment.In car brand management and image creation,car companies and the relevant departments to set up good crisis consciousness,improve the prevention,identification of the crisis,the ability to cope with,calm,and brand.In a crisis to face crisis and defuse the crisis,through the media will publish to the society by the crisis,using the public opinion guiding role turn "crisis" as the "machine",rebranding a positive image.In day-to-day brand image at the same time,establish the crisis early warning mechanism and preventive measures,to establish friendly relations with the media,targeted to anticipation and auto enterprise crisis management,so as to promote the car industry,healthy and sustainable development at a high speed.