芝华士风波一场传媒与品牌的博弈（Chivas storm a game between media and brand）.docVIP

芝华士风波一场传媒与品牌的博弈（Chivas storm a game between media and brand） The 2005 year China market for many well-known commercial brands is an eventful year, KFC, Procter Gamble, Johnson, Colgate, Nestle, Hagendasi, light The international famous brand one of Alis succession in China market experienced an unprecedented crisis of enterprise. Entered in 2006, the situation still seems to have not changed much, from the first half of the situation, international brands continue to be the protagonist of the crisis in business organizations. The type of enterprise crisis has mainly focused on product quality and safety and corporate image: Chivas 12 year storm door, Toyoda Eishi spill, causing eye care solution, Bausch Lomb floor propaganda fraud Of course, the tactics and skills of different enterprises in dealing with the crisis and the difference of attitude towards consumers directly determine the success or failure of their crisis public relations. We also see at the same time, including international famous brands, there are few companies in a sudden crisis storm to achieve a perfect response, and then turn the crisis into a machine. Crisis management is still a long way to go for all business organizations and managers. Smart enterprise managers should learn to let others live, let oneself learn. In view of this, we selected the case of famous brand crisis which had a wide influence in the domestic market in the first half of 2006, reviewed and analyzed. Case 1: Chivas storm: a game between media and brand January 20, 2006, lunar new year China distance of only 9 days, the Chinese in the world the most important on the eve of the Spring Festival, the national consumption capacity is enlarged, the prosperity of the market and make a hot hard years businesses have a rare smile. International Finance News published an article entitled Chivas 12 years: blending how many lies reports, has opened a year Chinese wine market the first brand trust crisis: Chivas storm prelude. Even