Research On Local Enterprises Brand Sudden Crisis Management

Product homogeneity as a serious phenomenon of irrational consumer awareness and enhanced, White-hot competition in the market tend to,How to stand out from the wide range of products to become business owners face a major problem. Brand, the distinction between different commodities for the tools to become the operator of the target to chase, so many brands continue to appear in the media, non-stop guide for consumers, and consumers in their choice of different products will also be branded as their own of paramount importance.However, the brand of a complex and changing environment to survive, which makes changes in the external environment increases the difficulty to maintain the brand. In recent years, both the foreign brands or domestic brands, have occurred in varying degrees of brand crisis, the crisis has even been said that the high brand season has arrived. The reasons for the brand crisis can be broadly classified into two types: one is the changes in the external environment; the other is the outbreak of internal problems. Brand crisis with its sudden, unforeseen and destructive power has become the focus of attention. Despite the outbreak of the brand crisis is inevitable, but not helpless.A good brand crisis management, not only to avoid huge losses, the maintenance of brand image, but also can make the brand image of crisis distillation; brand crisis can not be handled properly, not only the economic interests of enterprises suffered losses, but also to make good the original positive brand image, and even lead to bankruptcy of enterprises.This study focused on internal and external factors caused by the unexpected events, these incidents is difficult to predict the enterprise, but also destructive of these unexpected events, and therefore how to create a crisis before the outbreak of the crisis early warning system to guard against machine, how to deal with crisis and rebuild after the crisis subsided Brand has become the focus of this paper.In this paper, five main aspects: First, the existing theory and practice of crisis management analysis; Second, an analysis of the value of brands, brand summarized sudden crisis; Third, SWOT analysis of local enterprises with the brand of the advantages and disadvantages of crisis management; fourth, the sudden crisis in the brand management process and handling measures; Fifth, the combination of Sanlu "melamine" incident of sudden crisis management to demonstrate the brand.