Brand Repair Research For Sanxia Project

According to the SanXia project in recent years, the brand image of SanXia project there is a serious problem, the domestic and foreign public opinion environment "demonized" the SanXia project in severe cases.From the SanXia project put into use for two decades, The Controversy has never been stopped and questioned, this is mainly because of the SanXia group in the long-term management issue of public opinion in a passive situation, to all sorts of rumors spread provides a certain objective conditions.Brand image is the public idea of the personality characteristics of an enterprise, is the enterprise marketing a very important part of high quality brand image to bring enterprise competitiveness and identification, is an integral part of modern enterprise operation.This paper will take the data investigation and case study method as the main method of research in the perspective of brand management, through the analysis of the SanXia all aspects of the brand image, to create effective strategic brand management strategy, brand repair work for the SanXia project theory research.Chapter 1:Instructions of the SanXia brand image restoration research background and significance, and determine the research methods and framework of this paper;Chapter 2:In detail in this paper, the SanXia project since the project experience of public opinion nodes, different stages are faced with the pressure of public opinion and plan, analysis of the SanXia project are now facing public opinion environment, the existing status of public opinion to a data sorting, puts forward the main direction and target brand repair;Chapter 3:Enumerated and analyzed in the SanXia project construct all the elements of brand image, brand and repair can take advantage of the conditions, identify the nature of the problem, clear what parts need to cooperate to improve reality and what parts mainly relying on public opinion;Chapter 4:The main problem is the focus of this paper, for the repair of the SanXia project brand image planning, establish to take the initiative to use public opinion to guide, grasp the initiative of public opinion for the policy of brand repair plan, from the enterprise established a positive image, eliminate negative image, major crisis control, the essay discusses several aspects;Chapter 5:Repair the brand effect and conclusion.