WH Company Brand Crisis Management Research

WH company was founded in the early 90 s,based in zhejiang,the company's products cover packaging drinking water,tea drinks,fruit and vegetable juice drinks,coffee drinks,beverage plants,canned food,dairy products,medicine,health food and so on more than 10 varieties,including fruit and vegetable juice drinks,containing milk beverage,canned food capacity for many years among the top,after 20 years of development has gradually larger domestic food and beverage industry,market share is growing.WH company has set up more than 50 production factories in more than 20 provinces and cities across the country,and basically completed the national strategic layout.In the beverage industry in particular,WH company production and sales have already had a certain scale.But in recent years,the problem of WH products emerge in endlessly,many media revealed consumers to drink out of maggots,toilet paper,bottles and so on news,consumers are often beaten by the infringement "outrageous" treatment,various media reports,the WH company's food safety problem once again to the forefront.How WH group can improve its brand crisis management has become an urgent problem for the company.WH company several brand crisis and its management,the author of this paper,combining the actual operating situation of WH company,in-depth research of the enterprise,using the latest brand crisis management concept,collect related literature,with WH the crisis management of company a set of Suggestions for improvement are put forward.This paper follows the logical order: first of all,discusses the crisis management related theory at home and abroad,research content and method,selected for further study to lay the foundation: second,analysis of WH company's basic situation,brand crisis event and impact,lead to WH company crisis management of the existing problems and causes;Third,apply the systematic crisis management theory from...