| 产品伤害危机市场恢复策略研究 |
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| 引用本文： | 董亚妮.产品伤害危机市场恢复策略研究[J].商业研究,2010(1). |
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| 作者姓名： | 董亚妮 |
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| 作者单位： | 四川大学,工商管理学院,成都,610065 |
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| 基金项目： | 国家自然科学基金资助课题《市场进入安全综合评价的理论、方法与应用研究》,项目编号:70572013 |
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| 摘 要： | 在产品伤害危机事件后,企业从危机应对状态转入市场恢复状态。面对品牌资产的减少和消费者购买意愿的迅速下降,企业应采用恰当市场策略进行有效的顾客赢回和市场恢复。研究产品伤害危机后的市场恢复策略,根据国内外产品伤害危机相关理论,建立危机后市场恢复策略研究框架,规避危机后产品策略、销售促进策略、广告策略对顾客购买意愿的影响。
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| 关 键 词： | 产品伤害危机 市场恢复 市场策略 |
Study on Recovery Strategy after Product-harm Crisis |
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| DONG Ya-ni.Study on Recovery Strategy after Product-harm Crisis[J].Commercial Research,2010(1). |
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| Authors: | DONG Ya-ni |
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| Institution: | Business Administration School of Sichuan University;Chengdu 610065;China |
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| Abstract: | Enterprises experience a recuperation period after product-harm crisis.With the reduction of brand equity and rapid decline in consumer willingness to buy,it is important for firms to take proper marketing strategy to regain market share.The paper focuses on recovery marketing strategies after product-harm crisis,including product strategy,promotion strategy and advertising strategy based on theories of product-related harm crisis at home and abroad. |
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| Keywords: | product-harm crisis market recovery marketing strategy |
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