基于心理契约的品牌危机管理

发布时间：2018-05-08 16:32

本文选题：心理契约 + 品牌　；参考：《青岛大学》2008年硕士论文

【摘要】： 品牌是企业与消费者之间的心理契约,是企业与消费者关系的纽结,被认为是知识经济时代企业生存和成功的关键。但是随着市场经济竞争激烈程度的加剧,企业内外部环境的变化,以及信息技术的发展,使品牌危机在国内已由原来的个案发生向常态发展转变。如果处理不好,就会使企业遭受重大损失,甚至危及品牌、企业的存亡。在这样的情况下,企业如何理解、处理和转化品牌危机,是企业经营者需要重视的问题之一。论文在回顾前人研究成果的基础上,从心理契约的角度对品牌、品牌危机的内涵进行界定,结合对2004—2007年发生在国内的40个品牌危机案例进行了成因归类分析,发现交易心理契约因素是目前引起品牌危机的主要因素,约占总数的57.5%;就单个因素来看,产品质量问题、顾客关系及服务、运营管理三个因素排在了所有因素的前三位,分别占总数的22.5%,20%和15%,说明我国消费者的对品牌的关注重点目前还集中在交易类因素上。随后论文提出了基于心理契约的品牌危机产生机理,指出品牌危机经历的沟通交流契合期、传播承诺期、稳定期、变异期、心理契约破裂期和心理契约修复期六个阶段,在此基础上针对品牌危机的成因,提出企业进行品牌危机管理的及时性、主动性、一致性、系统性、诚信和以人为本6大原则,以及企业进行品牌危机预防管理、品牌危机应对管理和品牌危机恢复管理的策略。
[Abstract]:Brand is the psychological contract between the enterprise and the consumer, is the knot of the relationship between the enterprise and the consumer, and is considered to be the key to the survival and success of the enterprise in the era of knowledge economy. However, with the fierce competition of market economy, the change of internal and external environment and the development of information technology, the brand crisis has changed from the original case to the normal development in China. If handled badly, will cause the enterprise to suffer the heavy loss, even endangers the brand, the enterprise survival. Under such circumstances, how to understand, deal with and transform brand crisis is one of the problems that business operators should pay attention to. On the basis of reviewing the previous research results, this paper defines the connotation of brand and brand crisis from the angle of psychological contract, and analyzes the causes of the 40 cases of brand crisis that occurred in China during 2004-2007. It is found that the psychological contract factor is the main factor causing brand crisis, which accounts for 57.5% of the total number. In terms of a single factor, the product quality problem, customer relationship and service, and operation management are the top three factors. 22.5% of the total and 15% of the total, indicating that the focus of our consumers on the brand is still focused on the transaction category factors. Then the thesis puts forward the mechanism of brand crisis based on psychological contract, and points out six stages of brand crisis: communication, communication, communication, communication, commitment, stability, variation, break down and repair of psychological contract. On this basis, aiming at the causes of brand crisis, the paper puts forward the principles of timeliness, initiative, consistency, systematicness, honesty and people-oriented of brand crisis management, as well as brand crisis prevention management. Brand crisis management and brand crisis recovery management strategy.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】