顺危机之水，推品牌之舟？突发事件对品牌传播及战略的影响探究

本课题立足于近年备受关注的企业借突发事件营销的热点问题, 结合消费者行为理论，揭示企业是否可以“顺危机之水，推品牌之舟”这一关键问题，并深入探索企业借突发事件传播品牌的战略对品牌及消费者的影响。本课题主要讨论突发事件中企业是否应该借突发事件的高关注度开展品牌传播行为及其影响因素；及进一步探索企业借突发事件开展品牌传播行为的策略选择问题。本课题的创新贡献在于：从理论角度，丰富了突发危机事件管理理论的内涵和外延，将消费者心理学相关理论引入来探索突发事件中的品牌传播行为。从企业管理实践角度，为管理者在突发事件期间制定有效的品牌传播策略提供了重要的管理启示。从国家和政府角度，为政府引导并监督企业在突发事件时期的传播战略提供可行的理论建议，为国家在突发事件后推进国民经济健康有序发展提供有启发性的政策思考。

Based on hot issues about business marketing through emergencies, this research in general aims to reveal whether firms can “push the brand boat along with the emergency current” and to explore deeply the potential impacts on brands and consumers as well as impacts mechanisms from this interesting and attention-attracting phenomenon. More specifically, this research aims to explore the effectiveness and influencing factors of marketing resorting to situations of emergencies, including whether firms “should” and “how to” do brand communication along with the high public attention of emergencies. Further, the research attempts to explore the effective strategies that firms could apply to enhance and push their brands from the business marketing through emergencies. This research could contribute the literature and practice in the following three aspects: 1) it applies consumer behavior theories to examine the practice of brand communication and might enrich the connotation and extension of the theory of emergency management; 2) it could provide important managerial implications for managers to develop effective marketing strategies in the event of emergencies; 3) it could provide feasibly theoretical suggestions for government to guide and supervise enterprises in face of emergencies and offer constructive policy thinking to states to promote a healthy and orderly national economy development.