基于品牌护盾的非突发性企业品牌危机化解

Study on the Defusing of Non-sudden Enterprise Brand Crisis Based on the Brand Shield

在分析非突发性企业品牌危机及其机理的基础上,分析了品牌护盾在非突发性品牌危机管理中的作用及其微观上弱化危机的机理,并提出从建立危机文化、完善危机防范制度、有效的危机预警体系和合适的危机处置手段4个方面构建企业品牌护盾策略,将非突发性品牌危机化解于无形。

Based on the non- sudden crisis analysis and its mechanism of enterprise brand, the role of brand shield in the nonsudden crisis management and its mechanism of weakening brand crisis on the micro - lever were analyzed. The four kinds of brand shield tactics were proposed from four measures of building the crisis culture, revising the crisis prevention system, developing the effective crisis warning system and making the appropriate crisis disposal. It can resolve non - sudden brand crisis into invisible action therefore.