The Research Of Strategic Communication Modes In The Brand Crisis Of Enterprise

Strategic Communication is under studying by scholars of Communication and Public Relations etc. at home and abroad in resent years. Professor Carl Botan's Strategic Communication theory is the most popular research finding among those scholars. This paper first introduced this theory to research on brand crisis, trying to find out the difference of taxonomy of grand strategies of Chinese and foreign enterprises, and testing the theory's explanation in China.The first part begins with two basic theory, one of them is the theory of Brand Crisis, and the other is Strategic Communication theory. This paper argues that the essence of brand crisis is the dangerous relationship between the brand and the public. at the same time, it introduces Strategic Communication, with the concepts, essence and the core of Strategic Communication, as well as its three levels—grand strategic, strategic and tactical communication. It focus on six dimensions of Strategic Communication—environment, change, publics, issues, communication and strategic communication practitioners, and the four generic grand strategies of organizations— intransigent, resistant, cooperative, and integrative. At the end, it analysis the internal rationality of Strategic Communication and Brand Crisis.Secondly, take the six dimensions and four grand strategies as the analysis frame, analysis the enterprise brand crisis of Chinese and foreign countries from 2005 to 2014. Further research found that there is a big gap of strategic level between Chinese and foreign enterprises in brand crisis communication. Chinese corporate communication strategy is far behind of foreign countries at six elements— environment, change, public issues, communication, communication and practitioners. There are 70% chinese case of resistant, the other 30% is intransigent, and in the cooperative strategy and integrated strategy mode is still blank. While, there are 50% multinational enterprises is resistant, 30% is integrative, and another two 10% are intransigent and cooperative. The gap between Chinese and foreign enterprises fundamentally due to the different brand value, the second is the different public attitudes and issues management ability, and the last would be the different maturity in crisis management.Finally, this paper innovatively proposes the strategic concept of brand crisis. It views that brand crisis is not a short-term, local, debris, take the matter on its merits, but the strategic, long-term, overall, systematic, directional, dealing with the brand crisis should be elevated to the strategic level. The enterprise should stand in the strategic height, look at the brand crisis of enterprise and brand impact and influence on brand crisis warning, examine the relationship between the brand, the public and the environment, to rethink the brand values, brand development, brand planning and brand public relations, environment and community relations and other issues.