文档介绍：河北经贸大学
硕士学位论文
企业品牌危机预警机制的研究
姓名:王玲恩
申请学位级别:硕士
专业:企业管理
指导教师:王春和
20090501
企业品牌危机预警机制的研究
摘要
中国市场正进入品牌危机高发期,在信息传播如此发达的今天,关于品牌的负面影
响很快就会被聚合成危机,就如阳光下的凸透镜,很多品牌就此被聚焦、被灼伤。而现
存的理论大都停留在危机爆发了,如何隔离、控制和消除对策,危机的破坏力已经爆发
了,对实际工作中企业的指导具有滞后性。如何做到未雨绸缪,避免品牌危机爆发,维
护品牌安全,是一个迫在眉睫的实际问题。
本文从企业品牌自身、消费者、企业内部环境以及外部环境等因素入手分析企业品
牌危机发生的原因。运用因果分析,从影响因素切入进行企业品牌危机成因分析。传统
的危机管理当危机发生后的隔离、控制和消除等对策,这种做法是对危机管理的片面理
解。事实上,品牌危机管理是从品牌危机预警防范到危机后的恢复等一系列活动的总和。
为了减少危机发生时的破坏力,未雨绸缪,品牌危机预警尤为重要,而建立一套行
之有效的预警机制是重中之重。其中根据对品牌危机成因分析出的影响因素,建立相关
的指标体系。通过模糊综合分析,实现定性和定量分析相结合,在一定程度上实现企业
品牌安全度的衡量,起到预警的作用。
本论文的研究成果,对企业品牌危机管理起到理论指导的作用,通过构建指标体系
及指标体系的监测,企业可以使危机爆发频率降到最低,破坏力降到最小。正是本课题
的实际指导意义所在。

关键词:品牌危机成因预警机制指标体系

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河北经贸大学硕士学位论文
Abstract
At present, the crisis of Chinese brands is entering its peak at the Chinese market. In the
advanced disseminative skills of information today, the negative impact on the brand will
soon be regarded as crisis, just like under the convex lens, lots of brands could be focused or
burned. And most of the existing theories remains how to quarantine, control and take the
elimination of measures after the outbreak of the crisis. In the actual work of the enterprises,
the theories’ general guideline has their lag. It is the looming practical problems how to take
precautions to prevent the outbreak of the crisis, brand maintenance of security.
This article analyzes the cause which factors trigger the crisis of the corporate brand, from
the enterprise's brand, consumers, internal and external corporate business environment, etc.
Finding out of the causes of the corporate brands crisis, the analysis method causing and
effecting is used. It is one-sided understanding of crisis management of traditional crisis
management when the crisis was has happened, taking countermeasures such as quarantine,
control and elimination. In the matter of fact, the brand crisis management is a series of
activities fro