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2010年,对于许多知名品牌来说,可谓多事之秋。如丰田汽车召回、可口可乐公司雪碧汞中毒、郁美净过期、紫金矿业污染、霸王洗发水含致癌物等危机事件层出不穷。这些突如其来的危机,考验着企业对品牌危机的管理能力。因此,重新思考企业品牌危机的新情况、新特点,运用新的理论方法来研究企业品牌的危机管理,尤其是突发性的品牌危机管理,找到深化品牌危机管理的方法与路径,对于推动规模日益壮大的我国企业品牌文化建设具有重要的现实意义。
2010, for many well-known brands, can be described as troublesome. Such as Toyota Motor recalls, Coca-Cola sprite Mercury poisoning, Yu Meijing net expired, Zijin mining pollution, King Shampoo containing carcinogens and other crisis emerge in an endless stream. These sudden crises test the ability of companies to manage the brand crisis. Therefore, to rethink the new situation and new characteristics of corporate brand crisis, and to use the new theoretical methods to study corporate brand crisis management, especially sudden brand crisis management, to find ways to deepen the brand crisis management and path, to promote the scale The growing brand culture of our country has important practical significance.