The Research On Effect And Prevention System Of Enterprise Brand Crisis

In recent years, enterprise brand had frequent accidents, and enterprises are unable to escape thefate of crisis.In this special period, we must understand the brand crisis and the deep reasons of it,identify key factors, and establish a professional brand crisis early warning system to prevent troublebefore it happens. Therefore, enterprise brand crisis management is imperative. At present, althoughexisting literature overview for brand crisis origin is more comprehensive, the study of the influence andcausal effect of crisis factors is less or mainly focused on qualitative description, and lack accuracyanalysis for the characteristics of crisis-cause. Brand crisis warning system has a big problem in practice,so this paper focuses on the causal effect of brand crisis and the warning system.First of all,the paper puts forward the research background and discusses the significance of thestudy according to the problem of brand crisis management. Based on the domestic and foreignliterature review, the paper defines the basic category of brand crisis, proposes a concept: regardenterprise brand crisis as the center and brand crisis effect and early warning as the two points. From thecausal effect of brand crisis, on the one hand, six possible crisis factor assumptions are put forwardwhich include enterprise external environment, enterprise strategy, enterprise organization, enterpriseoperation, resource capability and brand on a review of past research results combined with theenterprise value chain theory, and then by collecting224pieces of brand crisis to extract data extraction,finally named7key factors and construct the index system using the method of factor analysis, thus laya solid foundation for the subsequent crisis warning and evaluation. On the other hand, according to thecrisis events concluding that crisis will lead to deterioration of brand equity, decrease of brand influence,shrinking of product sales, drop of market share, and damage of brand image. Thus enterprise internalstability is influenced and brings opportunity to rival. Secondly, based on crisis effect early warningsystem is established, and through the actual case verify the implementation process of brand crisiswarning system, complete the quantitative evaluation of brand crisis science. Finally, provide thecorresponding countermeasures for enterprises.