The Brand Crisis Communication And Strategies Under Internet Environment

With the rapid development of digital media technology, the newcommunication means provides new chances and broad development space forenterprise. However, the network media always imperils the enterprise’s existence,and its crisis rendered by it are fast and influential, which is unprecedented. The crisishave token the enterprise aback, only can the enterprise understand the interior andexterior environment causing the brand crisis, they could better avoid the crisis.Above all, we must master the characteristics of internet communicationunder internet environment before taking a research for brand crisis under internetenvironment. The brand crisis caused by internet environment are multiple, thereforethis thesis selects some angle to study and brings forward some strategies to avoid thecrisis. Looking at the present research angle about brand crisis and crisis strategies,most of them are prone to the brand crisis strategies in crisis duration, which expectsto make brand get rid of crisis. However, this thesis makes a little dissent about thecrisis strategies by some authors. This thesis emphasizes particularly on business ethicand the reflection and conclusion about the brand’s long-term value restoration.This thesis is divided into five sections. The first section is introduction,which analyses the background and significance, research method and purpose,literature review. The second chapter analyses the characters of the brand crisis,mainly analyses the complexity during message communication and the connotationand futures of brand crisis. The third chapter selects some reasons causing the brand crisis, which is the sources of information lack creditability, the brand is in a crisis ofbeing disseminated, Micro blog—a new place causing brand crisis. The fourth chaptercame up with some strategies. Namely， how to avoid the brand crisis under internetenvironment, which are mainly according to different strategies during different crisisstage. The fifth chapter is about ethic reflection of enterprise. The last part isconclusion and shortage of this thesis.