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论文编号：	13963
作者编号：	2320200608
上传时间：	2023/6/7 9:02:37
中文题目：	SHP公司品牌危机管理优化研究
英文题目：	Research on Optimization of Brand Crisis Management of SHP
指导老师：	李凯
中文关键字：	橡胶输送带；品牌危机； 利益相关者；品牌形象；品牌拥护；标杆客户
英文关键字：	Rubber conveyor belt, Brand crisis management, Stakeholders, Brand Image, Brand advocacy, Benchmarking Customer
中文摘要：	在我国“十四五”新时期对科技革命和产业结构调整的创新变革下新，以及经济发展形式的转变，橡胶输送带行业在创新驱动发展战略的引导下，迎来重大的发展机遇。在机遇与挑战并存的今天，企业也必须时刻树立危机意识，在关注市场变化的同时，也要警惕不确定因素带来的被动局面。纵观全球橡胶输送带市场，矿山行业的橡胶输送带需求量最大。全球矿山开采主要集中在南美、澳大利亚、非洲和中国等地。随着中国制造的崛起，中国逐渐成为橡胶输送带产能最大的国家，同时也是需求最旺盛的国家，约三分之一的产量集中在中国市场。随着行业竞争的愈演愈烈，品牌竞争逐渐取代价格战而成为市场竞争的主要模式。企业的品牌竞争面临着来自政治环境、经济环境、社会文化环境以及竞争者等带来的危机挑战。面对突如其来的危机挑战，企业能否在第一时间化解危机，甚至巧妙地将危机转化为机遇，进一步提升企业的市场影响力和品牌价值，促进企业发展，是品牌危机研究的主要内容之一。 本研究以SHP公司作为研究对象，通过分析该企业在当前面对当地政府政策调整、市场竞争日趋激烈、竞争对手的负面宣传等危机背景下采取的应对措施以及相应的结果，结合相应的理论学习，综合运用文献分析法、归纳对比法、案例分析法等对该企业的品牌危机管理进行分析，并总结完成了对该企业的品牌危机管理的策略设计。 SHP公司曾经是国内橡胶输送带行业的佼佼者，拥有骄人的业绩和品牌价值。近些年在面临被动的品牌危机中，该企业所采取的措施和策略未能有效帮助企业化解危机，组建该企业在其品牌危机管理中存在诸多不足和问题亟待改进和提升。通过分析，本研究拟提出更有效的策略建议和保障措施，借此希望能给SHP公司的品牌危机管理的优化提供建议和措施，同时也给类似企业的品牌危机管理提供参考。
英文摘要：	The rubber industry, under the strategy of innovation – driven development, has been granted tremendous chances due to the scientific and technological revolution, the alteration of industrial structure, and the alteration of economic development forms in the 14th five – year plan. Nevertheless, the external environment is more intricate, and there are more uncertainties and difficulties. Viewing the global market, the rubber conveyor belt markets are mainly in South America, Austrillia, Africa and China. With the development of “Made in China”, China becomes the biggest rubber conveyor belt producer and potential market as well. Around one third of the total required capacity are in China. Facing the numerous industries competing, the brand competing has become the high-level-competing of the rubber conveyor belt industry instead of the formal price competition. The enterprises have to meet the challenge and crisis from the political environment, economic environment, social culture environment and the competitors. The main research of brand crisis is whether an enterprise can solve the crisis at the very first time, and even more transfer the crisis to opportunity, in which case to improve the enterprise brand value and promote its development. This study takes SHP company as the entry point, analyses its methos and results during the crisis from the local government policy adjustment, more fierce competition, and negative communication from competitors. At the same time, according to a series of professional theories and using literature analysis method, inductive deduction method, and case analysis method, this study summarizes the related methods of the company can take during the brand crisis. SHP company is a worldwide rubber conveyor belt producer, and it owes proud of achievements and brand value. However, during a series of brand crisis these years, the methods it took haven’t helped the enterprise to solve the crisis. All these exposes that there are great defects and the enterprise need to update its brand crisis management. This study proposes to put forward effective strategy advice to help SHP update its brand crisis management, and also help the similar enterprises in the brand crisis management.
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