Research On Coping Strategies Of Product Recall Crisis

According to the State Quality Inspection Administration briefing,China'sproduct recall record has been refreshed every year,consumer rights have been maintained,but the companies in it suffered heavy losses.Facing such crisis,as the subject of crisis,what kind of product recall strategy is adopted by crisis enterprises,and how competitors deal with negative spillover effects of product recall,and even strive for positive spillover effect,have become the focus of enterprise attention.Based on this,this thesis carries out the research on the coping strategies of intra industry enterprises under the product recall crisis.The main work and achievements are as follows:(1)analyze the research status at home and abroad,and build a conceptual model.The recall based crisis market background and research status in the analysis of the product,the product recall in China market reaction less empirical research,problems of spillover effects of different classification strategies of product recall.On the basis of the subject,the research of product recall crisis coping strategies is divided into two parts enterprises crisis coping strategies and competition strategies,combined with practical cases,this study determined the classification of coping strategies,build a conceptual model.(2)research on crisis enterprises' coping strategies.Using event study method in recent ten years in China securities market product recall enterprises as samples,through the analysis of events before and after the abnormal returns of enterprises,draw the conclusion: the product recall has industry difference,strategy can effectively reduce the negative stock price trend and take the initiative to recall,recall of competitors in the market value of a spillover effect.(3)the strategy of competitors.By using the method of experiment respectively from two kinds of communication and marketing strategy analysis,draw the conclusion: the communication strategy of attack strategy shows the optimal mitigation effect,but with lower degree of crisis,the mean attack strategy effect gradually close to the denial strategy effect.In the marketing strategy,the price and advertising strategy will have a positive spillover,but with the increase of the crisis,the positive spillover effect of the price strategy is getting weaker and weaker.(4)according to the empirical research,this paper puts forward some countermeasures.To encourage enterprises to adopt a proactive recall strategy to enhance brand status and product quality.Competitors in the mitigation of consumer sentiment to take the offensive strategy,followed by recognition strategy.In the marketing strategy,when the crisis is serious,the choice of advertising strategy.This thesis provides a theoretical support for the recall crisis analysis of the phenomenon of the real market products,for the enterprise in the face of recall crisis and prevent its negative and provide reference to make optimal adjustment strategy to spillover effects.