摘要
本文针对当前社会上出现的品牌危机这一热点问题,以交叉定义方式,给出了品牌危机竞争情报的定义,继而由两个案例引出竞争情报在企业应对品牌危机中的作用,并给出了利用竞争情报应对品牌危机的过程。
Recently, brand crisis has become a hot spot in society. This paper gives the definition of competitive intelligence for brand crisis by the use of cross-definition way. Two examples are given to explain the role of competitive intelligence in dealing with enterprise ＇ s brand crisis. The process of using competitive intelligence to deal with brand crisis is also described,
出处
《情报理论与实践》
CSSCI
北大核心
2006年第3期266-269,共4页
Information Studies:Theory & Application
关键词
竞争情报
品牌危机
品牌效应
案例分析
competitive intelligence
brand crisis
brand effect
case study
