北京理工大学珠海学院 2020 届本科生毕业论文中外品牌犯错及补救措施研究——基于比较分析的视角日中外品牌犯错及补救措施研究——基于比较分析的视角摘 要经济全球化的进一步发展，为中国品牌借助国际市场走向世界，创造世界名牌提供了很好的机遇。但有时品牌犯错是不可避免的，每个企业都有可能会犯错，那么问题的关键就落在了关于品牌犯错的补救措施上。本文运用有限理性人理论和归因理论，基于对比的视角，以海底捞“老鼠门”事件和杜嘉班纳“辱华”事件作为对比案例展开研究，具体分析了海底捞“老鼠门”与杜嘉班纳“辱华”事件等品牌犯错事件的始末，并分别剖析了海底捞与杜嘉班纳在品牌犯错事件中的补救措施，阐述了其各自成功与失败的原因所在，通过国内外品牌犯错补救措施之间的对比分析，期望能够为其他企业品牌应对品牌犯错的补救措施提供一些参考的策略，并从理论上进一步完善品牌犯错的研究。关键词：全球化；品牌犯错；补救措施；国内外对比Research on Chinese and Foreign Brand Mistakes and Remedial Measures——Based on Comparative AnalysisAbstractWith the further development of economic globalization, it provides a good opportunity for Chinese brands to go to the world with the help of international market and create world famous brands. But sometimes brand mistakes are inevitable, every enterprise may make mistakes, so the key to the problem lies in the remedial measures for brand mistakes.Based on the theory of limited rational person and attribution theory, this paper studies the case of Haidilao's "rat gate" and Dolce & Gabbana 's "disgrace to China" from the perspective of comparison, specifically analyzes the beginning and end of brand mistakes such as Haidilao's "rat gate" and Dolce & Gabbana 's "disgrace to China", and analyzes Haidilao's and Dolce & Gabbana 's brand mistakes respectively Through the comparative analysis of the domestic and foreign brand error remedy measures, we hope to provide some reference strategic principles for other brands to de...
