Triggers and Marketing Strategies of Corporate Brand Crisis in the New Media Environment
DOI:
https://doi.org/10.54097/pmqkb567Keywords:
Enterprise crisis, new media marketing, brand, brand management.Abstract
Brand is the intangible asset of an enterprise. In the new media environment, the social market environment closely related to the survival of enterprises is more complex under the influence of many uncertain factors, which increases the probability of brand crisis. Only by using marketing strategies that are suitable for the new media era can enterprises turn crisis into opportunity. This paper mainly uses the literature research method and case analysis method, and on the basis of briefly expounding the characteristics of new media marketing, analyzes the various reasons for the outbreak of brand crisis in the new media environment, and puts forward new media marketing methods to deal with the brand crisis of enterprises, hoping to provide useful reference and suggestions for the long-term development of enterprise marketing and brand in the new media environment.
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