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随着品牌竞争的日益激烈和品牌活动影响的日益广泛,由各种因素导致的品牌危机越来越多的出现在公众的视线当中,从危机发生的频率、产生的影响力和涉及的范围都已说明在我国品牌已进入了危机高发期。本研究项目通过对近年来所发生的品牌危机的全面回顾和缜密分析,揭示了品牌危机频发背后的特点及其规律性,提出了品牌危机处理的基本程序、品牌危机处理的“5S”原则和兵法攻略,以期给处于品牌危机困境中的企业一些有益的借鉴。
With the increasingly intense brand competition and the increasingly widespread influence of brand activities, the brand crisis caused by various factors is increasingly appearing in public view. From the frequency of crises, the influence and scope involved Has been shown in our country brand has entered a period of high crisis. Through a comprehensive review and careful analysis of the brand crisis that occurred in recent years, this research project reveals the characteristics and regularities behind the frequent brand crisis, puts forward the basic procedures of brand crisis management, the brand crisis management “5S ”Principles and tactics Raiders, with a view to the crisis in the brand business some helpful reference.