Milk door industry crisis - to explore the national milk brand crisis response strategies.doc

 PAGE \* MERGEFORMAT 5 Milk door industry crisis - to explore the national milk brand crisis response strategies September 16, 2008, to China’s national milk brand and the whole industry will be a devastating blow to China Central Television authoritative media containing melamine exposure of non-food chemical ingredients of milk powder, Sanlu milk powder incident before, and now also extends to the entire industry, and industry. Because basically the forefront of its milk powder brands are among the columns, many of them Mengniu, Yili, Guangming and other Chinese dairy giants, it is possible the entire Chinese milk enterprises will spiral into a huge crisis, brought to its knees. No matter what kind of responsibility, anger, all right, are understandable, but for all milk should be a collective enterprises are patiently listen. But as an effort to establish trust, as the government, industry, business, in a frank and face the crisis, except a positive reflection to the conscience of action to save the children. More of a national milk brand road must be taken to explore, do not sit back because of a crisis, resulting in a collective whole industry chain, was killed. First of all industry associations to stand up and lead the milk enterprise collective apology to the people As a trade association, not only must promote the development of the industry to develop industry standards and rules of the game, it is important to lead the industry through the collective crisis of success, in order to save the industry trade association contributions to their own strength. In the face of the national brand of milk powder crisis, trade associations should not be silence, but should actively organize research and lead the whole milk powder companies held a press conference to apologize to the nation. In fact, an apology is just a ceremony, in the face of the industry crisis, a gesture, it is important to convey the three aspects, the first is the milk powder business