An Exploratory Research On Communication Management Of Brand Crisis

This paper based on economics, management and other related theory by communication perspective. It which on the basis of research achievements of predecessors not only described the representative related theory about brand crisis, but also have a exploratory research on the thesis of communication management of brand crisis interpretatively. It expanded the research method of traditional macro-theory introduction to the two-level combination of theoretical analysis and practice, and devoted to study the communication management in the process of a brand crisis by the perspective of combination of theory and practice.The core research orientation of this paper regarded a brand as a subject in the whole macro social developing system, and established a contractual relationships net of stakeholders from strategic stakeholders perspective. Brand crisis was attributed to the change of the status of the contractual relationships among stakeholders of the brand in this research. Then it putted forward a information communication pattern according to communication pattern theory, and tried to set up a communication management process model of brand crisis which was bonded with macro and micro view and complemented by theory and practices. These are the core research achievement. It applied and proved the model through case study of two famous brand crisis at lastOn the one hand, the paper enriched and solidified the existing research in the field of brand crisis research, and exploited a new research perspective -- that is, study brand crisis from the aspects of communications management. On the other hand, the combination of new pattern, new model and actual cases not just tested the scientificity and maneuverability of the pattern and model, but enriched the practice strategy of communication management of brand crisis, and also can offer reference and mirror for actual communication management of brand crisis.