基于品牌生命周期视角的品牌危机产生机理研究

中国企业品牌经过近三十年的发展,目前已进入品牌危机的高发期,品牌危机常态化。从品牌生命周期的视角分析企业品牌危机产生机理,以利于企业防范和处理品牌危机。首先解释品牌生命周期,其次分析基于品牌生命周期视角的品牌危机产生机理,最后阐述基于品牌生命周期视角的品牌危机产生机理对企业品牌危机管理的启示。

The Research on Brand Crisis'cause , based on the Perspectives of the Life Cycle of Brand

The Chinese enterprise brand passes through the nearly 30years, at present frequently erupts the brand crisis, the brand development crisis habit. This article attempts from the brand life cycle angle of view analysis enterprise brand crisis to produce the mechanism, favor the enterprise guard and the processing brand crisis. This article first explained the brand life cycle, next analyzed has produced the mechanism based on the brand life cycle angle of view brand crisis, finally elaborated produced the mechanism based on the brand life cycle angle of view brand crisis to the enterprise brand crisis management enlightenment.