| The era of brand rise,the hotel industry brand has become its core assets and competitiveness.However,the ever-changing market environment and the intricate relationship of the interests,making the hotel industry brand crisis everywhere.In recent years,the hotel industry brand crisis events is common,the exploratory road of the hotel brand crisis management in theory and practice has a long way to go.In the process of crisis management,crisis public relations is an important means to reduce the crisis damage,but also the key to turning the crisis.After the crisis,what kind of public relations strategy can be the most effective to grasp of the right to speak,control the dissemination of information-oriented,save the brand crisis,reshape the brand image is the key issues what the crisis managers should consider.On the other hand,with the rapid development of the theory and practice of relational marketing,the research of consumer brand relationship theory has become the forefront of western brand theory research.Brand relationship is the basis of continuous association between consumers and corporate brands,representing the trust of consumers and the brand's commitment to consumers.Related research shows that the brand relationship from the establishment to the continuation need to go through a long process of development,and the middle may be affected by various reasons to decline or break,or even terminate.However,the fracture of the relationship does not mean that the consumer and the brand's permanent break.Under certain conditions,the broken brand relationship may can be restored and renewed.Therefore,the brand relationship is a dynamic development process.Due to the dynamic nature of the brand relationship,the relevant scholars draw on the concept of "quality of relations" in the field of service marketing,and put forward the concept of "brand relationship quality".It is used to measure the health status of the relationship and the evaluation of the relationship between the two sides.Brand crisis PR and brand relationship theory are inextricably linked in logic.Some scholars have suggested that the brand crisis management theory based on the basis of brand relationship fracture.The related research also confirms that the brand crisis has a significant negative impact on the quality of the consumer brand relationship,which may lead to the decline or breakage of the brand relationship,and the crisis public relations after crisis events can affect the change of the quality of the brand relationship to a certain extent.I believe that the brand crisis PR has two effects on the relationship between the consumer and the brand:the appropriate PR strategy can be mitigated in times of crisis deterioration of the brand relationship or even completely repaired,improper PR strategy will intensify the contradiction between consumers and brands,leading to the brand relationship gradually broken.Therefore,according to the change of brand relationship to adjust the crisis PR strategy can be more effective to restore the important stakeholders--consumers' brand trust and brand loyalty,it has important guiding significance to the future of corporate crisis PR strategy selection.Therefore,the research can judge the validity of the PR strategy through the state of the brand relationship after the brand crisis PR,and can also study the difference of the quality of the brand relationship under different PR strategies so as to choose the optimal strategy.Based on the above analysis,this paper attempts to study the hotel brand crisis PR strategy based on the relationship fracture and the relationship quality in the brand relationship theory.This research selected the hotel industry's representative brand crisis event"4.3 HeYi hotel girl attack" of China as the object of study,to explore two aspects of the problem.First,after the event,the the crisis PR of the Group of Home Inn has what kind of impact on the consumer's brand relationship;Second,in many crisis PR strategy,to HeYi event,which strategy for the repair brand relationship has the best effect.According to the above problems,this paper constructs the theoretical model and puts forward two hypotheses.In the research method,to the first question,it will use the method of content analysis,selecting the consumer comments under the PR microblogging released by as a sample.The second problem is based on the test method,through the form of the issue of questionnaire and situation simulation,research the effect differences of four PR strategies which are silence strategy,dilution strategy,reconstruction strategy,consolidation strategy on the quality of consumer brand relationship.Based on the two statistical software of EXCEL2010 and SPSS 19.0,a series of processes such as content analysis,score statistics,reliability and validity test,single factor analysis of variance,and sample T test,the research conclusions are as follows:1)After "HeYi event",the crisis PR of the Group of Home Inn has a positive impact on the consumer brand relationship fracture;2)For "HeYi event",the different brand crisis PR strategies has significant different effects on brand relationship quality.The influence of silence strategy on the quality of consumer brand relationship is the most negative,which is the most disgusting crisis PR strategy to consumer,the effect of reconstruction strategy on the quality of consumer brand relationship is the most positive,which is the most acceptable crisis PR strategy to consumer.Finally,the paper summarizes the insufficiency and prospect of the research.The insufficient of research mainly includes the limitation of event selection,the limitation of sample selection,and the limitation of PR strategy selection.The prospect of the research mainly includes two research directions which are the research of the event node to carry on the follow-up investigation research and excavates the brand relation theory to guide the brand crisis PR. |
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