PK公司品牌危机管理研究

PK 公司品牌危机管理研究PK Company Brand Crisis Management Research内容摘要PK 公司是国内传统的电子科技企业，虽然体量较大，但管理模式落后，尤其是品牌危机管理，远远落后于现代企业。导致品牌危机频发，本文通过对其一场严重的品牌危机事故—N4 手机电池寿命骤减的研究分析，得出此次品牌危机的成因和 PK 品牌危机管理存在的问题。通过对 PK 这次危机的实际案例的研究，辅以文献资料的收集、对实际案例的深入刨析，本文实事求是地将品牌危机管理地理论应用到 PK 公司的管理中，为 PK 公司设计了一套符合 PK 公司发展方向的品牌危机管理体系。对 PK 公司未来的品牌危机管理细节方面也给出了自己的见解。关键词：品牌危机；实际案例；危机管理IAbstractPK company is a traditional domestic electronic technology enterprises, although the volume is large, but the management mode is backward, especially the brand crisis management, far behind the modern enterprises.As a result of frequent brand crises, this paper, through the study and analysis of a serious brand crisis accident -- N4 mobile phone battery life suddenly decreased, concluded the causes of the brand crisis and PK brand crisis management problems.Through the PK this crisis of the actual case study, supplemented by the collection of literature, in-depth analysis of the actual case, this paper will realistically apply the brand crisis management theory to the management of PK company, for PK company to design a set of brand crisis management system in line with the development direction of PK company.PK company's future brand crisis management details also gave their own views.Key Word: brand crisis, the actual case, the crisis management II目 录内容摘要..................................................IAbstract.................................................II目录....................................................III第一章 绪论..............................................11.1 研究背...