The Dairy Industry Brand Repair Strategy Analysis

In recent years, along with the continuous development of China’s economy and the continuous improvement of people’s living standard, Chinese consumers growing demand for consumption of dairy products, dairy production is becoming more and more demanding. Since the melamine incident in 2008, the Chinese consumers are paying more attention to the product safety problems in the dairy industry.Once a dairy enterprise in the product has defect or contains some kind of carcinogen, in today’s information communication accelerating, consumers knowing the dairy enterprise product crisis after the news, will be in a very short period of time just decided to stop buying the dairy products.no matter how high before the brand awareness of the enterprise, how the trust of the consumers to the brand of the enterprise, consumers will give up the purchase of the brand products.In this context, when dairy products enterprise product crisis broke out, how to do had become a key problem. While consumers will stop buying products after crisis, if the dairy enterprises take the crisis quickly in a very short time to repair strategy and timely implementation of corporate social responsibility, to restore the brand trust, through the development of mass media in a timely manner to communicate to the consumer crisis situation, if consumers think that the social responsibility of the enterprise level is higher, in a very short period of time to repair strategies to solve the product crisis, consumers will still buy the dairy products of the enterprise. This study regard crisis repair strategy as the independent variables, to study the repairing effect of the dependent variable brand trust, concrete repair strategy summed up as the independent variable crisis reconciliation strategy, defense strategy and strategy of silence, the dependent variable to brand trust is divided into brand reliability and brand trust; Adjusting variables as the type of crisis, through reading literature, the crisis type profile of “The rebuttable product harm crisis” and “Doing not justify the product harm crisis”; This study also put the corporate social responsibility as a independent variable to research, corporate social responsibility is a kind of a way to slow the progress of the crisis. Through the simulation scenario experiment method to obtain data, and then with the aid of SPSS statistical analysis software, carrying on the data of quantitative analysis, specific data involved descriptive analysis, reliability analysis, validity analysis, variance analysis and other statistical analysis methods.The empirical analysis concludes: first, the settlement strategy, defense strategy and strategy of silence of three methods for repairing positive impact on brand trust exist significant difference; Second, under “The rebuttable product harm crisis”, compared to silence and reconciliation strategy, defense strategy to maximize recovery brand trust; Third, under the “ Doing not defend the product harm crisis”, compared to the silent strategy and defense strategies, reconciliation repair is the most effective strategy of brand trust; Corporate social responsibility can positively significant influence on brand trust.Finally this study gives Suggestions on the repair of the dairy enterprise brand crisis, illustrating the lack of research and the future research direction.