一、危机营销及其意义(一)危机营销概念危机营销一般是指企业在面对灾难、危机时采用相关拨乱反正的营销措施,以达到最大限度地减小危机给企业带来的不良影响。另一种说法是:企业自觉利用危机制造危机,对企业的服务或产品进行宣传和推广活动,以达到营销目的。(二)危机营销理论的主要内容1.增强危机意识。危机往往是指决策人的核心价值理念受到严重挑战或者威胁,有关情报相当不充分、事件动态具 First, the crisis of marketing and its significance (A) the concept of crisis marketing Crisis marketing generally refers to the business in the face of disasters, crises, the relevant marketing strategy to use any corrections, in order to minimize the adverse impact of the crisis to the business. Another argument is: companies consciously use the crisis to create a crisis, corporate services or products for promotional and promotional activities in order to achieve marketing purposes. (B) the main contents of crisis marketing theory 1. Enhance the sense of crisis. Crisis often refers to the policymaker’s core values ​​of the concept of being seriously challenged or threatened, the intelligence is quite inadequate, event dynamic