论我国企业的危机营销分析研究 工商管理专业VIP专享VIP免费

中国企业危机营销研究摘要企业危机的影响因素主要包括宏观因素、微观因素和企业内部因素。企业危机的内在机理则包括发生机理、发展机理和演化机理。企业危机营销的对策包括三项，一是企业危机营销的原则，包括主动性原则、及时性原则、诚意性原则、真实性原则，二是企业危机营销管理的对策，包括事前管理、事中管理和事后管理，以及发挥媒体在危机营销中的作用。本章主要分析了毒奶粉事件，以及因为毒奶粉事件而对蒙牛企业造成的影响所导致的危机营销。毒奶粉事件里企业危机营销做的就不是特别好，使得三鹿集团最终破产倒闭，但是蒙牛集团却没有因为毒奶粉的危机而影响到本企业，是因为蒙牛的危机营销做得相当好，在事前、事中和事后都进行了弥补，使得蒙牛集团的品牌没有受到影响，反而增强了品牌知名度。关键词：危机营销；案例分析；品牌危机AbstractTheenterprisecrisis’smaininfluencefactorsincludemacroandmicrofactorsandinternalfactors.Theinnermechanismofenterprisecrisisincludesthedevelopmentmechanismandtheevolutionmechanism.Theenterprisecrisismarketingstrategiesincludingthree,oneistheenterprisecrisisofmarketingprinciples,includinginitiativeprinciple,timelinessprinciple,theprincipleofsincerityandauthenticity,2itistheprincipleofmanagementoftheenterprisecrisismarketingstrategies,i.e.,managementandadministrationandmanagement,andlaterplaytheroleinthemediamarketingcrisis.Thischapterbasicallyanalysespowderandpoisonofmilkeventbecauseoftheimpactofdairyenterprisesincrisismarketing.Intheeventtheenterprisecrisispoisonmilkmarketingdoesnotparticularlywell,makeSanLugroupeventuallywentbankrupt,buttheMongoliancowgroupdidnotbecauseofthecrisisandpoisonmilkpowder,becauseofthisenterprisehoodwinksthecowthecrisismarketingdoquitewellinadvance,aseriesofMongoliancowgroupmadeup,notaffected,insteadofbrandenhancedbrandawarenessKeywords：crisismarketing,caseanalysis,brandcrisis目录摘要.................................................................................................................................................IABSTRACT...................................................................................................................................II第一章绪论.....................................................................................................................................11.1选题的案子及意义.................................................................................................................11.2文献综述.................................................................................................................................11.2.1危机营销的概述..............................................................................................................11.2.2危机营销的意义..............................................................................................................11.3研究的方法与内容.................................................................................................................2第二章企业品牌危机的原因分析.................................................................................................22.1企业品牌危机的影响因素.....................................................................................................22.1.1.宏观因素.........................................................................................................................22.1.2.微观因素.........................................................................................................