浅谈品牌危机的内涵\分类及应对策略研究

篇一：星巴克品牌危机与应对策略

内容摘要：随着跨国企业的蓬勃发展，品牌形象俨然已成为其参与市场竞争的利器。但由世界知名品牌频发的品牌危机也为其跨国企业带来了不小的麻烦。品牌危机致使企业形象受损，顾客忠诚度下降，市场份额缩小，业绩下滑等，破坏性日趋严重。美国星巴克连锁咖啡公司在短短的40年间把咖啡品牌作为一种“有形文化”来经营，其作为品牌核心的“体验式消费”观念更是令它一跃成为全球咖啡业巨头。但尽管如此，星巴克在品牌发展的过程中也遭遇了各种不同形式的品牌危机，产品质量质疑、品牌形象纠纷、盲目跨行延伸、过度品牌扩张等等。如何识别这些品牌危机，化解企业发展困境，是众多世界级品牌应从分析星巴克的品牌危机后得到的经验和借鉴。

关键词：星巴克 品牌危机 危机应对策略

Abstract：Nowadays, with the development of multinational enterprise Brand image has become its advantage to participate in the market But, those brand crisis of the world famous brand also had brought great disaster to its multinational enterprise. Brand crisis cause the brand image destruction, customer loyalty dropping, market share shrink, the decline in performance. And this damage becomes more serious with each passing day. However the American coffee company Starbucks operate its brand as a "physical culture" in the past 40 years.The core concept “experiential consumption" made it becomes a global coffee tycoon. But even so, Starbucks also encountered various forms of brand crisis during the brand development process. Such as quality problem, brand image crisis, blind extension, brand disputes over etc. After analysis the Starbucks brand crisis, how to identify the brand crisis, dissolve business development dilemma, is one of the most important lesson that many world-class brand should learn from.

Key words： Starbucks Brand crisis Strategies for coping crisis

目 录

一、 绪论··························································3

二、 星巴克连锁咖啡公司的品牌发展之路······························4

（一）星巴克的品牌创立战略···········································4

（二）星巴克的品牌扩张战略···········································5

（三）星巴克的品牌维护战略···········································6

三、 星巴克品牌危机的形成与表现····································7

（一）品牌危机的表现形态···········································7

（二）星巴克品牌危机的集中表现·····································7

四、 星巴克品牌危机产生的原因分析·································11

（一）忽略品牌文化内涵建设导致品牌形象受损··························11

（二）产品质量把关不严引发品牌质量危机······························12

（三）盲目延伸品牌酿至品牌延伸困境··································12

（四）贪大求全终至品牌扩张危机······································12

（五）品牌创新乏力遭致品牌竞争危机··································13

五、星巴克品牌危机的应对措施······································13

（一）全力维护品牌形象，顾客利益至上·································13

（二）学会正确延伸品牌，保持品牌战略的统一·························14

（三）严防品牌过度扩张，保证品牌战略的核心价值······················14

（四）正视品牌竞争，在竞合中实现互利双赢···························15

（五）牢记企业社会责任，扩大品牌战略影响···························15

（六）树立正确的品牌危机处理原则，提升危机管理能力·················16

六．总结··························································16

参考文献··························································17

星巴克连锁咖啡公司的品牌危机与应对策略

一、绪论

品牌，作为一种产品和一个企业的指代符号，它的资产价值总是隐藏在“名字”的背后，但由于品牌是与企业的知名度相关的，而知名度能够为企业带来利润的提升，所以必须将品牌的资产价值从“名字”背后拉出来重新认识，这也是为是么企业对于品牌的管理日益重视。品牌危机是指在企业发展过程中，由于企业自身的过失或者内部管理工作中出现疏漏等引发的品牌被市场吞噬、毁掉直至销声匿迹。一旦企业出现品牌危机必然导致公众对该品牌的不信任感增加，销售量下降，品牌美誉度遭受严重打击等现象。

早在19世纪初，西方的管理学者就开始研究“危机管理”这一概念，他们得出的危机管理的目的大相径庭。直到20世纪末，著名的危机管理学家罗伯特希斯用4R模式来解释危机管理的目的，即“缩减Reduction、预备Readiness、反应Response、恢复Recovery”，至此“危机管理”的目的才被世界广泛认同，“危机管理理论”才开始逐渐形成。我国著名危机公关专家游昌乔先生则认为，危机管理是指应对危机的有关机制，但危机管理的目不能局限于“克服”及“拯救”危机，而应是从危机中求“发展”，在危机中彰显“企业社会责任”。 …… 此处隐藏：561字，全部文档内容请下载后查看。喜欢就下载吧 ……