企业必需制定高效的危机应对机制

古人云:“智者千虑,必有一失.”这一点很好的说明了处在激烈竞争中的现代企业(即使是世界知名企业也概不例外)都必须要有品牌危机意识、制订危机防范及危机应对机制.近几年知名品牌在中国市场上可谓是风声鹤唳,危机重重.从本田雅阁断裂事件,到肯德基的“苏丹红一号”事件,杜邦公司的“特富龙”危机,再到最近的保洁公司SK-II事件.由于危机处理非常及时,这些公司都能安然过关.相比较而言,我们国内企业,在危机面前往往处理失当,从而给企业带来巨大损失甚至破产.最典型的例子就是“三珠口服液”和南京的“冠生圆”事件.这些事件都说明了现代企业建立高效的品牌危机管理的必要性和迫切性.

Enterprise Need High-Effect Brand Crisis Answers Mechanism

The ancient says: "Even the wise are not always free from error".This explains that all enterprises having in cutthroat competition need having brand crisis consciousness;working out brand crisis answers mechanism.In recent years,many world famous companies bogged down in the brand crisis on Chinese market.Such as the Honda Accord car broke from the middle,the incident of Sudan1 of KFC,the Dupont's Teflon crisis and the nearest SK-II event, and so on.However,all of these crisis treatments were very timely;these companies all passed the crisis peacefully.Comparing with these world famous companies,most domestic enterprises got enormous loss even close down.The most representative example is "Three pearl oral liquid" and the case of "Guan sheng yuan".All of these cases show that it is very important to establish high-effect brand crisis management mechanism.