Analysis On The Control Of Enterprise Brand Crisis

Crisis comes up with the development of the enterprises. Crisis can be varied, if it does not pay attention to preventing, it is likely to turn into a great depression or even cause enterprise bankruptcy.With the further development of market economy, the enterprises’brand crisis in our country also increases apparently. Those reasons can be varied, including: lacking perfect system of crisis control, lacking crisis management or being not good at dealing with the public relations, and so on. Results of crisis can be entirely different:some brands can survive from the crisis or even taking the advantage of crisis, then enlarges the influence of their brand, but some brand were beaten down of a sudden or even disappeared from then on because of managing inappropriately.This paper aimed at analyzing the reason of those current problems and weak links of the Chinese companies. It takes the example of the event of "Jia Duo Bao" renaming, putting forward some operational suggestions by system discussing and looks forward to providing some reference for controlling and managing brand crisis at home and abroad.The main contents and structure of the framework are:first, the status of the Chinese enterprise brand crisis management; Second, the brand crisis management theory; Third, the analysis of the event of "Jia Duo Bao renaming event"; Fourth, the suggestions of strengthening the management of domestic enterprise brand crisis; Five, the summary.The characteristics and the main meaning of this paper are:analyzing the common problem of dealing with the enterprise brand crisis in the way of linking theory with practice closely. This paper takes the example of "Jia Duo Bao renaming event", through the discussing of how the enterprises build warning system of crisis, control and manage the crisis quickly and efficiently and compensate the impact of crisis, introduces the way and method to keep the influence to the minimum, gives some pieces of advice of building the warning and controlling system, and then strengthens the immunity against crisis.The shortage of the thesis is:due to the limitations of the theoretical knowledge and research ability, combined with the research time hasty, insufficient research data access, the case is not complete, and thus influences the thesis’s comprehensiveness and depth.