Research On The Impact Of Crisis Public Relations On Brand Value

Since China’s reform and opening up,its economy has maintained a rather long-term and rapid development.Meanwhile China’s economic structure has been continuously improved.At present,the consumption has become the main driving force to stimulate economic growth.And at the same time,the focus of consumption behavior has changed from meeting their own needs to pursuing of the high-quality and brand,which has put forward new requirements for the brand construction of domestic enterprises.In the fierce competition of the international market,the national brands face great challenges.According to the list of 2016"World Brand Lab",China only has 36 brands are selected in this list,which is disproportionate to the identity of it such a big trading country.Our government has formulated relevant policies,"National Brand Plan",to promote the development of independent brands.While paying attention to the construction of China’s independent brand,we should also note that enterprise brands are often affected by crisis events.In the face of crisis events,enterprises usually use crisis public relations to decrease its negative impact at utmost.Therefore,it has practical significance to study the relationship between crisis public relations and brand valueThis paper compares the change situation of Yurun and Shuanghui’s^brand value in the 2011 crisis of”lean meat essence”And systematically combs the crisis public relations measures under the impact of”lean meat essence”event by using the five level advanced model of crisis public relations.Combined with the data of World Brand Lab,this paper uses the HIROSE model and openly financial information to calculate the changes in the brand value of the two companies in 2010-2016.Combined with enterprise crisis public relations measures and brand value changes,this paper analyzes the difference between short and long term brand value under the different crisis PR strategies.In the short term,high level crisis public relations will effectively slow down the crisis’adverse effects on brand value.But in the long run,enterprises must rely on their oxwn management to solve the exposed problems,and the excessive dependence on crisis public relations not only helps to go against the enterprises’ brand value,but also to damage the long-term development of brand value.