Marketing Communication Research Series (m)- brand marketing communications in crisis response and the principles of.doc

 PAGE \* MERGEFORMAT 6 Marketing Communication Research Series (m): brand marketing communications in crisis response and the principles of Corporate brand and product management operations in times of crisis there. How to propagate a kind of brand issues, the question how to build, how to spread, how to manage the crisis, and crisis response principles, the author discusses here and hope initiate. I. Case Study: Lin Miaoke, lip-synching event Olympic Crisis Beijing 2008 Olympic Games opening ceremony, the foreign journalists revealed a major issue: the performance of Lin Miaoke, lip-synching little girl. Lin Miaoke, lip-synching incident has caused many arguments, many people are very unfair for the original singers Yang Peiyi. Zhang Yimou says “At that time we both Lin Miaoke and Yang Peiyi singing are recorded, repeated playing, I felt the latter sounds better. please the big broadcast of NBC and BOB head of the company point of view, they all expressed a preference for red girl (Lin Miaoke ). We asked the sound is not her, do not you think is the lip-synching? these big broadcast companies said no problem. This is just a performance situation. “ “Lin Miaoke, the 2008 Olympic Games on behalf of the songs sung by someone else, whether it is lip-synching?” March 12, 2009 afternoon, the Ministry of Culture asked the Hong Kong Journalists Lin Miaoke to lip-synching incident. Ministry of Culture, responsible person to explain the incident . in access to opportunities to ask questions later, another reporter again referred to the Hong Kong Olympic lip-synching incident. March 12, 2009 the afternoon of the session, Press Centre, “Culture and Cultural Industry Market Development” feature interview. Ministry of Culture, the cultural market, said Zhang Xinjian, deputy director of the Ministry of Culture is always opposed to lip-synching the , In “lt;Commercial Performance Management Ordinancegt;gt; in specified non-performers lip-synching to deceive the audie