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With the rapid development of economy and society , because some unscrupulous traders greed , against the interests of consumers of products injuries after another , related to food , clothing and all aspects . Product harm crisis, not only affect the parties : businesses and consumers , in large part to the many aspects of its spillover effects . Previous studies have demonstrated product crisis will hurt consumer behavior and product brands have a negative impact , but for product-harm crisis spillover effects , it is unclear what factors affect it , and what spillover effects will spread to stakeholders. So , when the company 's products face of sudden injury crisis , how to respond ? Stakeholders how should we go to protect themselves from the crisis implicated better defense crisis spillovers it ? Practical problems abound , revealing the product injury crisis and post-crisis spillovers marketing management studies weaknesses . The topics of the field based marketing , with reference to relevant literature data , the marketing, consumer behavior , market research and other subjects combined , and the introduction of the field of social psychology, attribution theory , the product of injury crisis spillovers in-depth study of enterprise marketing management practice , offered to enterprises as the key product marketing after injury crisis management strategies , guidance after the crisis of modern enterprise customer-centric brand repair market recovery, promote future sales . Meanwhile, the spillover effect spread to the company's brand and the same brand portfolio in other brands , competing brands , government , etc., that the post-crisis marketing management suggestions and countermeasures. This paper aims to harm crisis caught products and other businesses affected by spillovers stakeholders to provide practical crisis management advice to help them take the right attitude and approach to deal with , to develop a workable solution that damage reduced to minimum, avoid negative spillovers magnification.
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