互联网时代的品牌危机分析及对策

A Study of Brand Crisis and Countermeasures in Internet Age

互联网的出现使得企业所面临的品牌危机呈现出新的特点,同时也为企业借助互联网建立品牌提供了契机。因此,互联网时代品牌危机研究具有一定的理论与实践意义。文章阐述了互联网时代品牌危机的内涵,指出了互联网时代品牌危机的特点,结合品牌危机的特点进行危机成因分析,提出了品牌危机的预防、处理和形象重塑对策。

Brand crisis shows new features in intemet age, which also offers enterprises an opportunity to build brands. As a result, the research on brand crisis is very significant either in theory or in practice. This article firstly describes the connotation of brand crisis in internet age, pointing out the characteristics of brand crisis, then analyzes the causes of brand crisis according to its characteristics, and finally brings forward countermeasures in terms of prevention, management and remodeling of brand crisis.