企业品牌危机产生的原因及危机后管理  

The Cause of Corporate Brand Crisis and Post-Crisis Management

作　　者：郑秋锦[1] 

机构地区：[1]泉州理工学院财经系,福建泉州362000

出　　处：《洛阳师范学院学报》2008年第3期180-182,共3页Journal of Luoyang Normal University

基　　金：泉州社科规划项目[2006A-YZ04];华侨大学校级课题[06HSK08]

摘　　要：中国企业品牌经过近30年的发展,目前已进入品牌危机的高发期,品牌危机常态化。引起品牌危机的具体原因从大的方面可分为两种:一是内因,二是外因。突发事件是品牌危机的导火线,品牌环境突变是外因,企业管理不善、品牌管理不善是内因,这是深层次原因。企业品牌危机后的管理对策一是要实行企业品牌危机预防管理,二是要制定品牌危机处理应急对策,三是危机后的管理完善与品牌资产提升。Chinese corporate brands have been developing for about 30 years. Presently they encounter a fastigium of brand crisis and the crisis has been a commonly frequent occurrence. The general causes of brand crisis fall into two categories： internal and external. Emergency is the trigger of brand crisis. The external cause is sudden changes of the environments of the brands. The internal cause is problematic corporate management and brand management, and this is the fundamental cause. Post-crisis management measures include： precaution institution; emergency measures ; advancement of crisis management and elevation of brand assets.

关 键 词：企业品牌危机 产生原因 品牌危机管理 

分 类 号：F279.2[经济管理—企业管理]