产品伤害危机处理方式对消费者品牌态度影响

How the processing means of crisis products harm influence the band attitude

本文从一个新的视角对产品伤害危机进行分类,本文研究产品伤害危机的处理方式对消费者品牌态度的影响,探讨产品伤害危机的不同处理方式对消费者认知和情绪的影响状况,启示企业的策划和最佳应对。本文的理论和实例探讨结论是,产品伤害危机发生后,销售商最重要的是认清危机类型,对于可辨解型产品伤害危机,企业要引导消费者的危机归因,消除消费者的产品危机顾虑,企业快捷的积极澄清应对方式最小限度的降低消费者的品牌态度,对于不可辩解型产品伤害危机,主动承担责任是最佳的选择。

The article classifies the product harm crisis from a new perspective.To discuss how the different handings influence consumers＇ cognition and emotion ,insriring the planning and best revelation to deal with, The parper discuss them in therory and model way. The most important thing for discernible product harm crisis is recognizing the crisis tgye.The enterprise should guide consumers crisis attribution, eliminate ~＇onsumer products crisis concerns,the most fast posiire dealing is the last way to minimize the band attiude. For no discernible product harm crisis , underake the responsibility is the best choice.