Research On The Brand Image Crisis Management Of China Mobile Guangdong Branch In New Media Environment

Guangdong branch is the largest provincial company of China Mobile.It is also the largest telecommunications operator of Guangdong province.Incentives such as policy changes,internal reform,mismanagement and service defects lead to media hype and public attention,which will not only ruin the brand image with painstaking efforts but also put an adverse effect on the development strategy of enterprise,even make influence on social peace and stability.Therefore,it is necessary to carry out a systematic study on the crisis management of the brand image of Guangdong branch,in order to meet the needs of the continuous development of enterprises,and establish a good corporate image.The research object of this dissertation is the brand crisis management of China Mobile Guangdong branch in new media environment,combining theory with practical cases,emphatically providing ideas and methods for resolving problems.Based on the concepts and the characteristics of brand image,crisis management,management communication and new media,this dissertation discusses the current situation of the brand image crisis management in Guangdong branch.Combined with the actual cases,this dissertation analyzes five problems and causes from internal and external aspects.This dissertation summarizes three aspects of how to deal with the crisis of brand image in the new media environment as follows,the prevention of advance,the handling of the matter,and the reconstruction of the brand after the event,all are from the perspective of the stakeholders' needs.The purpose of this dissertation is to spread the intrinsic value of the enterprise,to create a good environment for public opinion,so as to provide a reference for the brand image crisis management of China's telecommunications industry.