The Research On The Treatment Of Enterprise Marketing Crisis

After the addition of international WTO, China’s economy has developed rapidly and occupied a place in the international market, while China’s market has also been targeted by a number of large foreign companies, and then divided. The giant Chinese market “cake.” With China’s domestic enterprises are facing the macro environment with undergoing constant change, market competition intensified, companies faced uncertainty is increasingly complex and the study of corporating crisis management is urgent. We know, to a certain extent, the effect of corporate marketing planning and marketing activities will determine the competitiveness of enterprises, so faced with this sudden crisis of corporate marketing, companies want to get a long-term, effective development in the fierce market environment, We must carefully examine the business environment, good corporate marketing crisis prevention and treatment. At present, China’s large state-owned enterprises in the marketing crisis prevention and treatment, there are still many problems, such as: the concept of prevention and treatment of backwardness, lack of overall prevention and treatment measures, the limitations of strong, there is no effective marketing in fundamentally sound businesses Crisis prevention and treatment. Therefore, this article marketing crisis cases actual start, mainly state-owned enterprises from the perspective of corporate marketing for the prevention and treatment of systematic study of the crisis:Therefore, this article marketing crisis cases actual start, mainly state-owned enterprises from the perspective of corporate marketing for the prevention and treatment of systematic study of the crisis: first, introduces the significance of the crisis of corporate marketing, the purpose, content, at home and abroad Advances in technology and innovation of the subject line; secondly, mainly on the theoretical part of the crisis, the crisis of the basic concepts of marketing, and so on; Moreover, preventive measures were proposed four corporate marketing crisis; fourth, the analysis of corporate marketing Causes of the crisis on the basis of proposed handling the crisis of corporate marketing strategy; the fifth part for the "Maotai plasticizer event" and "yumeijing expired scandal" two large state-owned enterprise marketing deal with crisis cases were analyzed by Analysis of these two state-owned enterprise marketing crisis management, marketing, crisis management compare, summarize the lessons learned to other large state-owned enterprises for reference. Finally, conclusions and outlook. Purpose of this paper is to analyze the prevention and treatment through the case of state-owned enterprise marketing crisis, and then to carry out analysis and empirical research and theoretical combination of our state-owned enterprises in the future wish to marketing practices play a reference.Purpose of this paper is to analyze and study a combination of empirical and theoretical through the state-owned enterprise marketing crisis prevention and treatment, in the hope of state-owned enterprises in the future marketing practices play a reference.