The Research Of The Competition Brand Advertising Strategy Under The Product Harm Crisis Negative Spillover Situation

Due to the rapid development of economy and the diversification of market demand,the world is dazzled by a variety of goods.However,the probability of the Product Harm Crisis event is rising,meanwhile,the media and Internet communication increase the exposure of the crisis,thus the product crisis event not only violates consumer rights but also dishonors the interests and fame of the enterprise itself.In this paper,through the massive refering and reorganizing of the related literature,it is concluded that the following aspects about brand crisis are concentrated by researchers:(1)the definition and classification of the Product Harm Crisis;(2)the negative effects brought by Product Harm Crisis;(3)The Spillover Effects of Product Harm Crisis on the competitive brand or category;(4)the response stragety of focus brand and spilled competitive brand.This paper aims to analyze the marketing strategy to reduce the negative impact when the competitive brand suffers from the negative spillover of crisis.Product Harm Crisis brings serious loss to focus brand and spilled competitive brand,and imerges negative impacts on corporate image and consumers' desire to purchase.Ads,as a kind of commonly used marketing means in the process of market competition,it can stimulate people's consumer demand,shape the corporate image and influence consumers' buying behavior.Therefore,this paper tries to research that when a brand encounters Product Harm Crisis,the spilled competitive brand of the same kind should take which advertising strategies to reduce the consumer perceived risk,so as to counteract the negative spillover effects of the crisis.At the same time,this paper also introduces the brand reputation as a variable moderator to explore the regulatory role of the competitive brands' reputation when the crisis spillovers negatively.The article,on the basis of the previous study,divides the advertising strategy into rational appeal ads and emotional appeal ads through sorting out the advertising cases in our country,to explore the effective advertising measures of different competitive brands.On the ground of the classification of brand fame and advertising stragety,this paper adopts the experiment method to test the influence of them on the cusumer perceived crisis.This method employs 2(Brand Advertising Stragety: rational ads appeal and emotioal ads appeal)?2(Competitive Brand Reputation: low competitive brand reputation and high brand reputation),the group design,with the actual collected data as sample,using spss20.0 to conduct the sample analysis,and the main conclusions are:(1)the spilled competitive brand can adopt the advertising stragety to weaken the negative impact when the product harm crisis overflows negatively.(2)the product harm crisis will produce negative spillover effect on competitive brands of the same category,while the brand reputation plays a regulatory role in it.Compared with the competitive brand with high reputation,competitive brand with low reputation will be confronted with deeper negative spillover.(3)In the situation when Product Harm Crisis spills negatively,the function of rational appeal ads to lower the Consumer Perceived Risk adopted by the competitive brand with high reputation is much more obvious than the emotional appeal ads.(4)However,in the situation when Product Harm Crisis spills negatively,there is no significant difference between the rational appeal ads and emotional appeal ads adopted by competitive brands with low reputation to impair the Consumer Perceived Risk.Via the analysis of the actual cases and empirical tests,this paper draws a conclusion that competitive brand can adopt the advertising strategies to change consumers' brand attitude in virtue of other brands' temporary crisis,exploring the direction of competition under the modern perspective;It also brings in the the brand reputation as an adjusted variable while researching the advertising strategies,not only enriching the theoretical research of crisis management,but offering reference to the management of emergent state under the competitive brand crisis situation.