摘要
品牌危机在当今复杂多变的市场环境中日益频发，对企业的长期发展和消费者信任造成了深远影响。本研究聚焦于品牌危机管理中的广告策略及其效果评估，旨在探讨如何通过科学合理的广告手段有效应对危机并修复品牌形象。研究基于社会认知理论与传播学相关框架，选取了多个知名品牌危机案例进行深入分析，并采用定量与定性相结合的研究方法，包括问卷调查、实验设计及内容分析法，以全面考察广告策略在不同情境下的适用性和实际效果。研究发现，具有针对性的情感修复型广告能够显著提升消费者的正面感知，而信息透明度和品牌责任感的传递则是危机管理中不可或缺的关键因素。此外，本研究创新性地提出了一种基于危机类型与受众心理特征的广告策略匹配模型，为实践提供了具体指导。主要贡献在于填补了现有文献中关于广告策略在品牌危机情境下系统性研究的空白，并为企业制定更高效的危机应对方案提供了理论支持与实证依据，从而推动了品牌危机管理领域的学术发展与实践应用。
关键词：品牌危机；广告策略；情感修复；信息透明度；受众心理特征
Abstract
Brand crises are becoming increasingly frequent in today's complex and ever-changing market environment, exerting profound impacts on the long-term development of enterprises and consumer trust. This study focuses on advertising strategies in brand crisis management and their effectiveness evaluation, aiming to explore how scientifically sound and reasonable advertising approaches can effectively address crises and restore brand image. Grounded in social cognition theory and relevant fr ameworks in communication studies, this research selects multiple well-known brand crisis cases for in-depth analysis, employing a combination of quantitative and qualitative research methods, including questionnaires, experimental design, and content analysis, to comprehensively examine the applicability and actual effects of advertising strategies under different scenarios. The findings indicate that targeted emotional-repair advertisements significantly enhance consumers' positive perceptions, while the transmission of information transparency and brand responsibility emerges as indispensable critical factors in crisis management. Furthermore, this study innovatively proposes an advertising strategy matching model based on crisis types and audience psychological characteristics, providing concrete guidance for practice. The primary contribution lies in filling the gap in existing literature regarding systematic research on advertising strategies in brand crisis situations, offering theoretical support and empirical evidence for enterprises to develop more efficient crisis response plans, thereby advancing both the academic development and practical application in the field of brand crisis management.
Keywords：Brand Crisis; Advertising Strategy; Emotional Repair; Information Transparency; Audience Psychological Characteristics
目 录
摘要 I
Abstract II
一、绪论 1
(一) 品牌危机管理的研究背景与意义 1
(二) 广告策略在品牌危机中的研究现状 1
(三) 本文研究方法与创新点分析 2
二、品牌危机管理中的广告策略分析 2
(一) 品牌危机的类型与特征概述 2
(二) 广告策略在危机应对中的作用机制 3
(三) 不同广告形式在危机管理中的应用 3
三、广告策略对品牌危机效果的影响研究 4
(一) 危机传播中广告策略的效果评估指标 4
(二) 广告内容设计对公众认知的影响分析 4
(三) 广告投放渠道对危机修复的作用探讨 5
四、品牌危机管理中广告策略的优化路径 5
(一) 数据驱动的广告策略制定方法 5
(二) 社交媒体时代广告策略的创新方向 6
(三) 危机后品牌形象重塑的广告实践 6
结 论 8
参考文献 9
