产品危机事件下企业广告策略探析  

Study on advertising strategies under product-harm crisis

作　　者：龚定一[1] 王毅捷[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200240

出　　处：《哈尔滨商业大学学报（自然科学版）》2010年第3期376-379,共4页Journal of Harbin University of Commerce：Natural Sciences Edition

基　　金：国家自然科学基金重点课题(70832004)

摘　　要：产品危机事件发生后,消费者进入高度的风险感知状态.企业如何妥善地处理危机,尽早减少消费者的风险感知至关重要.企业广告是重拾消费者信任的重要手段,建议企业从减少消费者感知风险和增进情感沟通两方面出发,制定快速、明确、集中的广告策略,重新赢得消费者信任,最终走出危机.Under product-harm crisis,consumers enter a state of a high degree of risk perception.It is very crucial for the company to reduce their risk perception as soon as possible.This paper discusses that advertising is a good way to regain consumers＇ trust.And recommends that the involved company should make fast,clear and focused advertising strategies to reduce the risk perception and enhance the emotional communication with the consumers,and eventually go out of the crisis.

关 键 词：产品危机事件 风险感知 情感沟通 广告策略 

分 类 号：F713.8[经济管理—广告]