Introduction to enterprise brand crisis management
(institute of zhaoqing city industrial and commercial administration for industry and commerce of guangdong zhaoqing 526020)
Abstract: the enterprise in the brand increasingly competitive today, under the changing of internal and external environment, the moment in crisis, even threatening the survival and development of the enterprise. Therefore, correctly understand and deal with brand crisis is very important. In this paper, the causes of brand crisis, the brand crisis prevention and treatment are discussed in this paper, for the enterprise to establish brand crisis of scientific management system, improve the enterprise against brand crisis risk ability to provide the reference.
Keywords: brand crisis, crisis management
浅谈企业品牌危机管理
摘要:企业在品牌竞争日益激烈的今天,在内外环境的不断变化下,时刻面临危机,甚至威胁到了企业的生存与发展。因此,正确认识并处理好品牌危机非常重要。本文对品牌危机的成因,品牌危机的预防及处理进行了探讨,为企业建立品牌危机的科学管理系统,提高企业抗击品牌危机风险的能力提供参考。
关键词:品牌 危机 危机管理