品牌危机预警管理研究

Research on Early-warning Management of Brand Crisis

中国品牌建设取得卓越的成绩,但同时也面临着品牌危机的威胁,本文试图通过品牌危机预警管理,使中国企业可尽量避免品牌危机的伤害。本文首先提出了品牌危机预警管理模型、品牌危机预警评价指标体系;利用层次分析法、模糊隶属度矩阵、模糊评价法进行综合评价,进行品牌危机安全状况诊断,将品牌安全状况分为安全、低度危机、严重危机,并做出品牌危机综合评价报告,以达到预警的目的;最后根据品牌危机综合评价报告,品牌危机管理机构制定和执行品牌危机校正对策。

Chinese brand construction make striking achievements, meanwhile it faces threat of brand crisis. This paper attempts to protect Chinese enterprise from harm of brand crisis by the early-warning management. This paper first proposes the model of brand crisis early-warning management and the evaluation index system of brand crisis early-warning. Then this paper applies the techniques of analytic hierarchy process, fuzzy matrices, and fuzzy assessment to make the comprehensive assessment report, and then diagnose the safe condition. Brand safe condition can be divided into safe, low-degree crisis, serious crisis. According to these, the comprehensive assessment report of brand crisis wilt be made with the aim of forewarning. Finally, according to the comprehensive assessment report, it illustrates the enacting of administrative institutions and the emendation of executing the brand crisis.