产品伤害危机溢出效应中的应对策略效果比较研究——基于品牌相对地位的视角

A Comparative Study of the Effects of Responding Strategies in the Spillover Effect of Product Harm Crisis: in the Perspective of Brand Relative Status

当行业内发生产品伤害危机时,由于产业之间的关联性,消费者的质疑和恐慌通常会扩散到提供相同产品和服务的其他品牌,形成产品伤害危机溢出效应。笔者采用实证研究的方法,从品牌相对地位的视角出发,研究企业所采用应对策略的效果差异。研究发现,品牌相对地位与危机应对策略对减弱溢出效应具有交互作用:对于相对弱势的品牌而言,采用否认策略能更好地减弱负面溢出效应;对于相对强势的品牌而言,采用区隔策略能更好地减弱负面溢出效应。本研究为企业产品伤害危机溢出效应的控制和应对提供了重要的理论依据。

When a product injury crisis occurs in the industry, due to the correlation between the industries, consumersj doubts and panics usually spread to other brands offering the same products and services, which forms the spill-over effect of the product harm crisis. This paper studies the effect differences of the enterprises＇ responding strategies in the perspective of the brand relative status with an empirical study method. The study shows the brand relative status and responding strategies play an interacting role in reducing spillover effects. For relative weak brand, it is better to use denial strategy to reduce the negative spillover effects; while, for relative strong brand, it is better to use segmentation strategy to reduce the negative spillover effects. The findings provide important theoretical references for the enterprises to control and respond to the product harm crisis spill-over effect.