“自己努力,同行助力”:共生视角下多品牌危机修复研究

“One Enterprise’s Own Effort,Others’ Help”: A Multi-case Study of Multi-brand Crisis Restoration from the Perspective of Symbiosis

本文基于共生观的视角对多品牌危机修复展开研究。一方面,非涉事企业会基于不同共生模式选择不同的危机修复策略,进而间接影响涉事企业的危机修复效果,以及二者所处共生模式的稳定性与持续性。另一方面,涉事企业的自救策略往往起着决定性作用。基于上述逻辑,本文以2008年"三聚氰胺事件"为例,对提出的理论逻辑进行检验,并在此过程中,构建不同共生模式下多品牌危机的修复模型,最后,基于相关研究结论提出相应的启示和建议。

Based on the perspective of symbiosis,this paper studies the restoration of multi-brand crisis.On one hand,competitive enterprises will choose different crisis restoration strategies based on different symbiotic modes,which will indirectly affect the effect of crisis restoration,and the stability and sustainability of the symbiotic modes.On the other hand,the crisis enterprises’ self-help strategy will play a decisive role.Based on the above analysis,this study takes the "melamine incident" in 2008 as an example to preliminarily verify the proposed theoretical model,constructs a multi-brand crisis restoration model under different symbiotic modes,and finally puts forward some suggestions based on the relevant research conclusions.