| Crisis Management Theory was introduced to our country in the beginning of 1990s. Since then, it has been developing greatly after being integrated with the practice of enterprises in China. However, with regard to the crisis on the particular management, its theoretical study has just been beginning, especially the marketing management. With the developing of media and the reinforcing of the relation between enterprises and their publics, the marketing management has being more and more important. Once happening, the marketing Crisis would make more notable impact on brands and prestige of enterprises besides the lose of value. This thesis focused on the theoretical study of the marketing crises and also concentrated on the practical analysis of it, with the hope of providing the theoretical background and practical guidance for enterprises in China.This thesis firstly gave a brief introduction of some basic concepts on crisis and the crisis management, and distinguished them with some relational concepts in theory through issues, the issue management, risks, the risk management and the none defect management or the last day management; then analyzed the qualities and types of the marketing crisis management for the study of cases; finally analyzed the guard of the marketing crises and the communication between enterprises and their publics during the course of the marketing crisis management. |
