当前,企业品牌危机频频爆发,对企业的产品和信誉产生了巨大的冲击。危机后的管理只是亡羊补牢,企业应当未雨绸缪,建立预警机制才能防患于未然,尽可能减少品牌危机对企业的不利影响。基于此,本文分析了企业品牌危机的内涵和作用,探索了企业品牌危机预警机制的构建模式,旨在为企业的危机管理提供参考。 At present, the corporate brand crisis broke out frequently, which has had a huge impact on the products and credit of the enterprise. The management after the crisis is only to make ends meet, enterprises should take precautions, the establishment of early warning mechanism can take precautionary measures to minimize the adverse impact of brand crisis on the enterprise. Based on this, this paper analyzes the connotation and function of corporate brand crisis and explores the construction model of corporate brand crisis early warning mechanism, which aims to provide a reference for the crisis management of enterprises.