“红三环”品牌危机预警及管理研究

【作者】 李金广；

【导师】 恢光平；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 本文通过对红三环卷烟品牌诞生、成长过程中出现危机的个案回顾，分析了危机与企业品牌相伴相生的客观必然性。在对企业品牌危机及其特性进行定义、描述后，作者以红三环品牌为例，归纳出企业品牌潜在危机预警信号识别、已爆发危机的状态确认办法。提出了企业品牌危机重点防范措施——寻找潜在的危机、模拟处理爆发的危机；总结出企业品牌危机管理应遵循的原则和方法。最后，运用上述理论，分别对红三环品牌战略危机，以及红三环遭受水灾危机处理的案例分析，总结出常态下的品牌危机迹象识别、预警分析和危机预控及管理的方法。更多还原

【Abstract】 By reviewing a series of crisis occurring during the birth and growth of the brand of Red Tri-circle Cigarette, the dissertation illustrates the logic relations between brand and its crisis. Following the definition and description of the enterprise brand crisis and its unique characteristics, the applicable systems are deducted by citing the example of Red Tri-circle, which are used in recognizing the prewarning signals of the potential crisis of the enterprise brand, and in confirming the existing crisis. And then the methods against brand crisis are put forward which yield the principals governing brand crisis management. Finally, on the basis of the above theories, the dissertation comes to the methods of recognizing brand crisis signs, prewarning analysis and crisis precontrolling and managements after the case study of the strategic crisis of the brand Red Tri-circle, and its performance during the flood crisis.更多还原