基于利益相关者的品牌危机管理研究

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1、望坩斟16llfl[3'fl[jl攀天津大学博士学位论文基于利益相关者的品牌危机管理研究ResearchonBrandCrisisManagementBasedOilStakeholder(申请博士学位)二缍堂型；工面重堡堂型童些；撞盔经渣巫筐理丑宜生；枷盈筵指昱熬!!巫；睦逼塾援天津大学管理学院二零零七年十二月ABSTRACTInrecentyears，domesticandinternationalfamousbrandsfellfrequentlyincrises，whichmadethebrandownerenterpris

2、essufferedhugeeconomiclosses．Brandcrisescouldthreatendirectlythesurvivalanddevelopmentofbrands，andsometimesevenmakeafatalblowtothebrandownerenterprises．Todaymarketeconomyandinformationtransmissionarehighlydeveloped，whichcontributetoamoreandmoredynamicenvironmentforbran

3、dbusiness．Enterprisescannotadapttothechangingenvironmentwellorcorporatebrandmanagementitselfbreaksdowncouldtriggerbrandcrises．Soitisofgreatsignificancetostudyonthebrandcrisisandexploremorescientificmanagementmethods．Atpresent，theresearchonbrandcrisismanagementisstillat

4、thepreliminarystage，andsystematicresearchbasedonthestakeholdersofbrandcrisisisstillrare．Inviewofthis，startingfromthestatusthatbrandcrisishashappened；thisthesisprobedthebrandcrisismanagementwithsystemanalysisbasedonthestakeholdertheory,brandtheoryandcrisismanagementtheo

5、ry．Themainworkandinnovationswouldbedescribedasfollows：Firstly,studyenterprisebrandcrisismanagementissuesfromthepointofviewofstakeholders．Afteranatomizingthecontractualnatureofbrand，theformationmechanismiSstudiedandtheessenceofbrandcrisisisextractedasdistortedcontractua

6、lrelationshipbetweenbrandownerenterpriseanditsstakeholderswithinthecontractsystem．Thebrandcrisisaffectedthestakeholders’interestsinsomesenseandtheywillresponsedifferently,SOtherolesofinternalandexternalstakeholdersinthecrisisareanalyzed，basedonwhich，abrandcrisismanagem

7、entrationalbasisisconstructed．Secondly，thecrisiscommunicationmechanismhasbeenestablishedbasedontheinformationspreadinthecrisis．Afterstudyingtheruleofrealinformationandfalseinformationinthebrandcrisis，thecommunicationsystembetweenenterpriseandthestakeholdersisestablishe

8、d．Inaddition，themechanismofgameduringtheinternalandexternalcommunicationhasbeenstudied．Thensomecommunicationstrategie