The Research Of Dairy Brand Crisis Management

From the end of last century, the environment and structure of domestic food market have changed remarkably with the development of economic. As the income of general consumer has been increasing sharply and the expenditure has been improving steadily, more and more people began to take care of the nutrition of the food. So the dairy consumption and the domestic dairy industry have been increasing very fast. With the development of the increasingly furious competition and the more and more complicated environment of market, brand crisis management becomes more and more important, for some accident which can harm the survival of brand may appear and cause brand crisis unavoidably some day. If the corporation has no idea of dealing the trouble, it can have serious impact on the execution, even more the survival of the enterprise. Now the common problem in brand crisis management of the domestic dairy producers is that the brand credit is very low, so it is very important to take the research of brand crisis management of dairy industry through building brand credit.In this article, based on the theory of brand crisis management and brand credit, I took the research according to the structure of four-dimension theory of brand credit through studying the domestic and overseas article about dairy market. I carried out my research through questionnaire and case analysis:In the questionnaire analysis, which takes the consumers of Beijing, Shanghai and Shenzhen as research object, I have received 445 pieces of effective questionnaire by random sample. Firstly, I analyzed the character of the consumers and their expending habit through descriptive statistics. Secondly, I analyzed the factors affecting brand credit by SPSS 13.0 through factor analysis. According to the analysis result, I found there are four factors which affect the brand credit mostly:product quality, brand impression, brand values, brand recognition. Thirdly, I provided some advice about how to rebuild brand credit of consumer and how to improve the brand crisis management. Finally, I analyzed the case of Inner Mongolia Yili Industrial Group Co., Ltd., who had dealt with the Melamine crisis successfully and regained brand credit and conquered the brand crisis firstly.In this article, I have tried to find how to improve the brand crisis management on the base of brand credit. The research will provide the dairy enterprise a practical way and advice, which can eliminate the passive effect of band crisis and make sure that the dairy enterprise can develop successfully, to deal with brand crisis.