Research On Brand Risk Assessment And Crisis Early Warning

China's economy has gradually accelerated on the road of internationalization,with good development status and prospects,but the increasingly complex and changeable market environment has also caused more fierce competition between industries and enterprises.Therefore,the core competitiveness has become a necessary condition for the high quality and sustainable development of modern enterprises.Brand which has high economic value and can bring huge asset premium to stakeholders has gradually become one of the core competitiveness and competitive means for enterprises to participate in market competition.At present,the country,industry and enterprises are constantly implementing the brand related construction work,a series of leading policy documents have been issued,and one by one worldclass brand has been accelerated.However,due to the poor foundation of brand development,insufficient research,construction and protection of brand,the brand risk increases,and the brand crisis occurs frequently.Brand is faced with more complex and changeable risks and crises in the process of playing its role,which makes brand risk control and brand crisis early warning more important and necessary.Based on the above background,this paper studies the brand evaluation and brand risk evaluation,so as to explore the establishment of a mathematical model to predict the possibility of brand crisis.Brand risk is the leading link of the outbreak of the crisis.Although the risk is objective for the brand,it can be effectively evaluated and early identified through the establishment of the crisis warning and monitoring system,taking crisis prevention measures to suppress the outbreak of the brand crisis,reduce the probability of the occurrence of the crisis or even avoid the outbreak of the crisis.Research and develop an effective brand crisis early warning mechanism system,improve the efficiency of dealing with the outbreak,and enhance the ability of brand recovery after the crisis.The paper makes fully use of brand risk theory,brand crisis theory,risk assessment theory,crisis management theory and risk management and control theory knowledge to carry out a full study of brand risk assessment and crisis early warning.The research process is as follows: firstly,the paper introduces the research background,explains the research content,purpose,framework and significance.Secondly,literature review on brand risk and its assessment,brand crisis and its early warning at home and abroad,and brand crisis early warning research based on brand risk assessment,fully study the relevant results of current brand risk and crisis research,tap the progress space of theoretical research,put forward research problems and analyze problems,and lay a theoretical foundation for solving problems.Then,on this basis,the detailed research on this topic is carried out.After the completion of the design of the brand risk assessment index system,collect,sort out and analyze the data,determine the variables of the brand crisis early warning model,and lay the theoretical and data foundation for the construction of the model.Thirdly,using the path theory and other related theories to analyze and evaluate the evolution path of brand crisis,respectively from the probability of brand crisis,the degree of damage and the scope of damage,to provide theoretical support for the last part of the paper to design the crisis early warning mechanism.In the chapter of brand crisis probability evaluation,using MATLAB software,using multiple linear regression analysis method empirical brand crisis warning mathematical model,select the relevant sample data to calculate the model.Finally,based on the above research foundation,design the framework of brand crisis early warning mechanism and put forward the necessary safeguard measures and scheme suggestions in the process of mechanism implementation from the three aspects of enterprise,industry and government,so as to improve the practical value of the conclusions of this paper.