企业品牌危机产生机理的综合模式研究

首先分析品牌危机产生的原因可分为急性因子、慢性因子及模糊因子；其次论证了品牌危机产生机理，急性因子在媒体的危机心理效应的释放下，对品牌产生的媒体报道与社会舆论压力经公众的危机心理与企业的危机心理效应释放后，便可能演变成巨大的品牌危机，客户流失引发财务危机与企业全面危机，最终导致企业停产、破产、拍卖或被收购等，品牌生存与发展的根基被架空，品牌危机产生过程受企业品牌与基础管理能力的影响；本文最后论述了品牌危机产生机理对品牌危机管理的启示。

Comprehensive pattern of the causing mechanism of enterprise＇ s brand crisis

This paper first analyzes the causes producing brand crisis, which are acute factor, chronic factor and fuzzy factor. Then, it provides the demonstration of brand crisis causing mechanism. Under the release of psychological effects of media crisis, acute factor will evolve into a huge brand＇ crisis, after media reports which are produced by brand and public opinion pressure are released by the psychology of public crisis and the psychological effects of enterprise crisis. Losses of customers lead to the financial crisis, enterprise＇ s round - way crisis, and at last cause enterprise ＇ s ceasing production, bankruptcy, auction, or takeovers etc. The root of brand living and development is removed. The generating process of brand crisis is affected by enterprises＇ brand and basic managed capacity. Finally, this paper describes the enlightenment of brand crisis causing mechanism on brand crisis management.