危机应对主体和方式组合对企业品牌资产的影响——基于2003-2010年我国企业产品伤害危机的案例研究

基于我国企业产品伤害危机的现实严重性、普遍性,以及其对品牌资产影响理论研究方面存在的不足,本文确定了产品伤害危机应对的主体类型和不同方式,明晰了品牌资产的内涵;进而以2003-2010年我国本土发生的56个产品伤害危机事件为研究样本,具体分析不同的危机应对主体和应对方式组合对企业品牌资产不同层面的影响;最后,提出了相应的对策和建议。

Based on the realistic seriousness and the universality of our count ry＇s enterprise product harm crisis,and the insufficiency of the research on t he theory of brand equity influence,this article determined the subject types a nd different ways to dealing with product harm crisis,defined the connotation o f brand equity,and then took the cases of 56 product harm crisis which occurred during the year 2003-2010 in our country as research samples,and specifically analyzed the impacts of different subjects and ways to deal with the crisis on enterprise brand equity at different levels.At last,the paper proposed relevan t countermeasures and suggestions.