产品伤害危机处理与品牌资产恢复关系探析

产品伤害危机处理作为企业管理实务的重要内容,对重获消费者满意、重获消费者信任和促进品牌资产恢复具有战略意义,已被越来越多的危机企业所重视。全面了解产品伤害危机的类型及其处理方式的选择与品牌资产恢复的关系,对企业更好的进行危机处理,保留消费者具有重要意义。

Discussion of The Relationship between Crisis Management of Product Injures and Brand Assert Recovery

crisis management of product injures had been treated as a new concept of marketing theory and it possess the strategic importance for the company to reconstruct the consumer satisfaction and to regain consumer trust and to promote the recovery of brand equity.The crisis has been attracted more and more attention of the enterprise.Comprehensive understanding of types of product injury crisis and its handling measures are important for enterprise to settle crisis and to retain consumers.