品牌形象危机管理存在的问题及应对措施研究
摘 要
本文全面探讨了品牌形象及其危机管理的相关问题与应对策略。首先概述了品牌形象的定义、特点及类型，明确了品牌形象在企业发展中的重要地位。随后，阐述了品牌形象危机管理的意义，包括保护品牌资产、维护消费者信任及促进业务连续性等方面。然而，当前企业在品牌形象危机管理中存在割裂品牌形象、推广力度不够及危机预防意识薄弱等问题，这些问题严重阻碍了品牌形象的维护与提升。为应对这些挑战，本文提出了保持品牌连贯性、创新推广方式及加强危机教育等应对措施，旨在强化品牌形象危机管理，提升企业应对危机的能力和效率。本研究不仅深化了对品牌形象危机管理的理解，也为企业在实践中有效应对品牌形象危机提供了有益的参考和借鉴。
关键词：品牌形象；危机管理；应对措施
RESEARCH ON THE PROBLEMS EXISTING IN THE BRAND IMAGE CRISIS MANAGEMENT AND THE COUNTERMEASURES
ABSTRACT
This paper comprehensively discusses the related problems and countermeasures of brand image and its crisis management. Firstly, the definition, characteristics and types of brand image are summarized, and the important position of brand image in enterprise development is clarified. Subsequently, the significance of brand image crisis management, including protecting brand equity, maintaining consumer trust and promoting business continuity. However, there are some problems in the current brand image crisis management, such as broken brand image, insufficient promotion and weak awareness of crisis prevention, which seriously hinder the maintenance and promotion of brand image. In order to cope with these challenges, this paper proposes the measures to maintain brand coherence, innovate promotion methods and strengthen crisis education, aiming to strengthen the brand image crisis management and improve the ability and efficiency of enterprises to deal with the crisis. This study not only deepens the understanding of the brand image crisis management, but also provides a useful reference and reference for the enterprises to effectively deal with the brand image crisis in practice.
KEY WORDS：Brand image; crisis management; response measures
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 研究目的和内容 1
1.3 国内外研究现状 1
第2章 品牌形象相关概述 3
2.1 品牌形象的定义 3
2.2 品牌形象的特点 3
2.3 品牌形象的类型 3
第3章 品牌形象危机管理的意义 5
3.1 保护品牌资产 5
3.2 维护消费者信任 5
3.3 促进业务连续性 5
第4章 品牌形象危机管理存在的问题分析 7
4.1 割裂品牌形象 7
4.2 品牌形象推广力度不够 7
4.3 危机预防意识薄弱 7
第5章 品牌形象危机管理的应对措施 9
5.1 保持品牌连贯性 9
5.2 创新推广方式 9
5.3 加强危机教育 9
第6章 结论 11
参考文献 12
致 谢 13
