我国乳业品牌危机管理的现状及对策探析

2008年9月,国内多个乳品品牌接连出现产品质量问题,使消费者对乳业品牌的信任度和忠诚度严重下降,乳业面临着严重的品牌危机困境,加强品牌危机管理已经成为乳品企业管理中的重要一环。文章主要分析了我国乳业品牌危机现状,并提出加强乳业品牌危机管理的相应对策,希望对国内乳业的发展起到一定的指导作用。

The exploration on present situation and countermeasures of China dairy brand crisis management

In September 2008,the quality problem of domestic brand-name dairies which emerged one after another has sharply declined customers'trustfulness and faithfulness in dairy brands,putting dairy brands in a crisis,thus an enhanced brand crisis management has become an important factor in the management of dairy manufactures. The thesis has an analysis of the current crisis of the domestic dairy brands,putting accordingly ways to deal with the crisis. It's hoped that such a thesis could be guidance for the deve...