毕业论文·设计《品牌危机研究》.docVIP

山东轻工业学院本科毕业设计(论文) PAGE 9 品牌危机事件的对策性研究 摘 要: 一个品牌的诞生和成长，。从来都不是一帆风顺，往往都会经历许多的机遇，也会遭遇众多的危机。可以说是在机遇与危机并存的环境中成长的，广告在品牌的形成和培养中起着重要的作用。由于广告信息传播的真实性问题，或广告代言人突发变故，引发出对于一个产品或一个品牌的不良影响，并且在很短时间内涉及很广的社会层面。这种不良影响对于企业或品牌来讲就是一种危机。每一次危机事件的发生，必定有其客观与主观的原因。危机公关是衡量企业公关综合实力的标准，也是任何企业的立足之基、发展之本。而且，及时、恰当地处理好广告危机有利于企业品牌形象的塑造和维护，也有利于企业在市场竞争中获得有力的竞争力，并可能取得更好的市场地位。在经济学中，危机管理的概念已经发展成为一个全新的学科，而在公共关系方面缺乏危机处理的理论分析。本文通过对广告和公共关系大量案例的分析对公关在危机处理中的作用做出了必要的理论总结，对于处理品牌危机也是一次有意的借鉴。 关键词：广告；公共关系；品牌危机；整合营销传播 The countermeasures study to brand crisis Abstract: In The time of the birth and growth of a brand ,It is never not problem-free, on the contrary it will experience many opportunities as well as many crisis. the opportunity and the crisis is an environment where coexist, in the formation of the brand the advertisement plays an important role. The authenticity of information transmission because of advertisement, or advertising spokesperson, suddenly change for a product or a brand, and the adverse effects in a very short time involves a wide range of social stratum. This kind of bad influence on the enterprise and brand is a kind of crisis. Every crisis must have the objective and subjective reasons. Crisis management is the measure of the comprehensive strength of public enterprises, but also any enterprise of standard based on the base, the development of the company. But, timely and properly handling advertising business enterprise brand image to the crisis of shaping and maintaining, also be helpful for enterprises in market competition to get strong competitiveness, and may achieve better market position. In economics, the crisis management concept has become a new subject in the public relations and lack of theoretical analysis of the crisis. Based on advertising and public relations to a case analysis of public crisis management role in making the necessary theoretical summary, to deal with the crisis is a brand to reference. Key words: advertisement; the relationship of pub