企业营销危机管理研究.pdfVIP

2010 ETP/IITA 2010 International Conference on Management Science and Engineering ResearchontheEnterpriseMarketingCrisisManagement NanYang SchoolofEconomics and Management,Zhongyuan UniversityofTechnology,Zhengzhou,China (iamyangnan2@sina.cn) Abstract—The crisis management theory has been improved much since 1990s’, but as to the specific crisis such as operation and Abstract—The crisis management theory has been improved much since 1990s’, but as to the specific crisis such as operation and AAbbssttrraacctt——TThhee ccrriissiiss mmaannaaggeemmeenntt tthheeoorryy hhaass bbeeeenn iimmpprroovveedd mmuucchh ssiinnccees’’,, bbuutt aass ttoo tthhee ssppeecciiffiicc ccrriissiiss ssuucchh aass ooppeerraattiioonn aanndd management, its development is not so perfect, the theory lagged behind practice. So researching the causes and characteristics of management, its development is not so perfect, the theory lagged behind practice. So researching the causes and characteristics of mmaannaaggeemmeenntt,, iittss ddeevveellooppmmeenntt iiss nnoott ssoo ppeerrffeecctt,, tthhee tthheeoorryy llaaggggeedd bbeehhiinndd pprraaccttiiccee.. SSoo rreesseeaarrcchhiinngg tthhee ccaauusseess aanndd cchhaarraacctteerriissttiiccss ooff market crisis, the inherent mechanism and its management processes is important for corporations. In this paper, the author holds that market crisis, the inherent mechanism and its management processes is important for corporations. In this paper, the author holds that market ccrriissiiss,, tthheeiinnhheerreenntt mmeecchhaanniissmm aanndd iittss mmaannaaggeemmeenntt pprroocceesssseess iiss iimmppoorrttaanntt ffoorr ccoorrppoorraattiioonnss.. IInn tthhiiss ppaappeerr,,tthhee aauutthhoorrhhoollddss tthhaatt market before creating the market crisis management, it is necessary to build an overall sense of crisis prevention, to observe and