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Sanlu brand crisis management research

Author: XuQing
Tutor: ZhuHeLiang
School: Capital University of Economics
Course: Business Administration
Keywords: Brand Brand Crisis Sanlu
CLC: F426.82
Type: Master's thesis
Year: 2009
Downloads: 810
Quote: 4
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Abstract


Enterprises face in today 's competitive market environment , and allow the development of enterprises even more powerful scientific and technological progress and the information explosion , but also face more challenges : on the one hand , the progress of science and technology to increase the scientific and technological content of the various products and services , higher challenge the enterprise to grasp their own potential product defects ; on the other hand , corporate brand management in an information disclosed more fully in the era of stronger consumer rights awareness , corporate brand crisis is no longer as before, only few people are aware . It all makes enterprise mistakes will in public scrutiny of the media , in this case , the corporate brand is how to get rid of the threat of the crisis , to reduce the damage of the crisis , and found that turning point in the crisis , enterprise managers It has always been a great challenge . By observing the different enterprise ideas and techniques for dealing with brand crisis , we found that whether the establishment of a system of brand crisis management mechanisms , and effective implementation of the crisis , is the key to whether a business can properly handle the brand crisis . Students will take the thesis writing opportunities , combined with work experience in business theory with practice to systematically combing learning , improve brand crisis management theoretical knowledge , and through the analysis of the case of the brand crisis , seeking effective prevention deal with brand crisis , and the brand Crisis restore countermeasures and suggestions to revive the brand image .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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