Study On Brand Crisis Communication In The Internet Environment

Internet provides tremendous advantage and vast space for the enterprises'development. But at the same time, the complex Internet environment has become the hotbed of brand crisis. All kinds of uncertainties existed in the Internet increase the occurrence rate and extension of impact. How to know better about the new characteristics of the brand crisis communication in the Internet and implement effective crisis management has become a problem that is concerned by both enterprises and academy.While analyzing brand crisis, besides the common characteristics of crisis, the media environment and the public emotion should be concerned. The cognitive conflict between enterprises and the public leads to brand crisis. The writer will use the lens model to explain how the cognitive conflict occurs and rounds into brand crisis. With the expectation to commendably resolve brand crisis, the enterprises should make a good sense to what the public attribute the brand crisis so as to response according to the public attribution. So the attribution theory is quoted in the dissertationCompared with the traditional media environment, the Internet environment presents many new characteristics, in result brand crisis communication presents new characteristics. The dissertation will use the complexity theory to analyze the Internet environment, in order to make the research more scientific and logic. In the view of complexity science, the Internet world keeps orderliness inside inordinance instead of being ruleless. And it is the orderliness that is the basis on which the new characteristics of brand crisis come into being and the guidance of crisis management in the Internet environment.After respectively analyzing brand crisis and Internet environment, the writer will combine them to analyze and conclude the new characteristics of brand crisis communication in the Internet environment emphasizing on abstracting the characteristics that differ from traditional media environment. Then the writer will find out the orderliness in the Internet and protract the internet crisis information management system and the internet rumor communication system and consider with the theories mentioned before and put forward proposals for brand crisis management in the internet environment.