Research On Crisis Management Of American Mueller Brand Implantation In Mainland China Market

After China’s reform and opening up,Mueller Sports Medicine.Inc(Abbreviation:MSM)as the first sports medicine brand enter into the China mainland market has cooperated with three different agents for more than 20 years,hoping to introduce the products into China through the advantages of agents and successfully implant the sports medicine concept and Mueller? brand into the China mainland market.Based on the experience of MSM’s cooperation with agents in other countries,MSM has decided the exclusive agent policy in China domestic market,which is a synchronous cooperation mode with other countries.In the process of brand placement,there is a big gap between the brand image and sales results under the operation of the three agents in China.The sales crisis and brand image crisis during the cooperation pushed MSM had many discussions with agents.Hope through the comparative analysis of the development of the market and competitive brands,the agents can pay attention to their operation and management crisis,and according to MSM own development experience and third-party market research reports,MSM provided reasonable suggestions to help agents to improve Mueller’s brand image and sales.However,due to the differences in three agents’ understanding of the market development stage and the cooperation crisis caused by the cultural collision between China and the United States,the actual development situation and initial planning of MSM for China mainland market has been greatly impacted.As an employee of MSM and the only Chinese employee,from the understanding of the company’s culture and the actual operation of MSM in US and around the world,MSM is very good at brand placement and has always firmly believed that the mainland market of China will be an important market for sports medicine and the important part of its global development.Therefore,this paper mainly uses the new concept of crisis management theory of modern market development and Marketing “4P”combination theory,with the method of literature research,investigation research,data analysis and other methods to analyzes and summarizes the crisis during the process of cooperation between MSM and three agents.From the perspective of brand image,this paper proposes that MSM should solve the first crisis is brand placement mode in China domestic market,and more importantly,strengthen the communication between agents to solve the cooperation crisis.As an agent of the interest community,it is necessary to work out the internal operation and management crisis in time to make Mueller? get out of the sales dilemma and establish the brand image like the othercountries of the world step by step.With this article,wish MSM can find a suitable path for its development in the China mainland market,so that the brand Mueller? which was born with the purpose of sports medicine can be carried forward in China mainland market.