New Approaches To Enterprise Brand Crisis In The Net Age

Internet boom has attracted the attention worldwide ever since 1990s. The trend has also given rise to a brand-new pattern of communication in human history---internet communication. With the advancement of technology, this pattern of communication has been definitely promoted, both in terms of opportunities and vitality. In spite ofthe convenience of such communication, it in turn exposes the management of enterprise brand to a transparent state and rapidly spread the relevant information all over the world. Enterprise brand crisis is no longer a secret to the few. Even a trivial failure would cause a great disturbance.This paper carries out a series of research into the typical features of internet media, the major communication channels, and the corresponding environment as well so as to make an in-depth analysis of the causes of enterprise brand crisis under internet environment. To deal with this situation, the author has also put forward a series of concrete measures in respect of promoting the network control and restoration of the enterprise, as well as reducing the negative influence of internet communication. The present paper tries to combine theory with reality and make pointed references to current situation so as to find a new approach the crisis management of enterprise brand under internet environment.