企业营销危机成因及其应对策略
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">在市场经济条件下</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">面对激烈的市场竞争</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">企业如何预防和应付各种突如其来的营销危机</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">，</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">保持企业自身的竞争优势</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">已经成为现代企业亟待解决和思考的问题。我们从最近年的国内外市场中了解到，企业的营销危机可谓是层出不穷，在这里我们就具体阐述企业经营危机产生的原因以及企业应对的措施。<SPAN lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">从企业营销危机的类型来看</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">主要有企业信誉危机、企业形象危机、经营性危机等。这些危机的主要特点表现在</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">:</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">一是其突变性</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">即营销危机在某个具体时空上突然爆发</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">；</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">二是其预知性</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">即营销危机在出现和最终爆发前有一个潜伏期</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">多数情况下存在着直接或间接的先兆</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">；</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">三是紧迫性和威胁性</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">一旦营销危机形成会使企业处于不利地位甚至危及到企业的生存</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">企业应该尽快地采取拯救措施。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">在企业采取措施之前，我们需要了解企业营销危机产生的原因，我们华恒智信归纳总结以下几点：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">（一）制造过程中的隐患<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">部分企业粗制滥造、以次充好甚至制假售假等</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">其行为本身和结果注定要带来危机危机不仅仅涉及到广大消费群体</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">对产品形象及美誉度造成很大影响。除此而外单就企业及产品的正常制造过程来讲每一步骤、每一过程都可能潜伏者危险性因紊从原材料购进质</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">等级、标准的检查到生产制造过程的品质检测再到运输的安全流通环节的服务等等无一不显示出由于工作的不细致而导致的危机。据中国消费者协会统计近年来购房消费投诉呈现快速上升趋势住房消费及物业管理成为社会和消费者普迫关注的焦点。房地产业是产业关联度高、内涵外延都很丰富的产品产业</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">前向和后向关联五十多个产业一旦质保证体系缺失或者控制不严易发生问题导致营销危机且这种危机恶性传递给相关关联产业。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">（二）研发设计与制造技术的缺陷<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">产业竞争领域尤其是高投入、高科技含量的产品市场企业的研发水平、技术创新和进步无疑是其赢得市场和品牌竞争的主导力。研发水平的提高、技术创新能力的不断提高、产品的不断更新换代，从另外一个角度上辨证的证实原有产品的设计缺陷和技术运用上的失误。如发生的“汽车召回”事件事件涉及各大汽车制造厂商</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">通用、丰田等知名企业也未能幸免</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">这充分说明即使科技含高、品牌声誉和影响力大的国际品牌也同样存在普设计与技术使用上的不足</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">也同样会给企业和品牌带来营销上的危机。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">（三）消费份求与个性化因索增长的影晌<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">企业的发展、品牌的成长都需要依赖忠诚消费者。数</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">量</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">的增长而满足消费者个性化需求又是巩固客户关系、稳定扩展市场的需要。社会经济的持续发展刺激消费需求的不断增长促进供应和产品市场的繁荣</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">同时</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">在彰显个性与独立的现代社会消费者的异质化需求和满足个性需要的差异</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">又给企业的产品及服务提出更高的要求与挑战。在市场竞争和满足消费需求的过程中，<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">企业的产品及服务如果只能满足部分功能实现</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">而又不能及时进行产品更新换代或者提供全方位立体化的服务那么注定不被消费者所接受接下来面临的就是营销危机、市场危机。在电子和家电如手提电脑、手机、户等消费类产品市场中</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">这种影响尤其突出。更新换代快、功能要求与使用上的变化更迭不穷如果厂商跟不上需求变化脚步的话</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">, </SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">在出现营销危机的同时更加严重遏制住企业、产品的生存问题。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">那么如何来应对企业营销危机呢？我们认为：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">（一）</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">事前预防性策略</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">。</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">除一些不可抗力引起的突发性营销危机外</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">企业营销危机是可以预防的。预防营销危机首先必须树立危机意识</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">即使自己的产品一时占有优势</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">甚至绝对优势</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">也不能疏忽大意</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">, </SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">放松警惕</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">因为一时的优势</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">不能保证在未来的市场上不会改变。因此</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">营销管理人员在任何时候都应密切关注影响企业营销的各种因素的变化趋势</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">并据此分析预测可能发生的营销危机。其次</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">加强营销管理</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">建立营销危机预警系统</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">通过预警系统及时收集有关信息资料并加以分析处理</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">尽快采取措施将危机隐患消灭在萌芽状态。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">（二）</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">事中处理策略。任何企业的成功不可能一劳永逸</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">在成功的背后始终潜伏着危机。就算是企业采取了多种防范措施</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">也无法绝对避免危机的产生。问题是一旦产生危机</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">企业必须保持镇定</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">争取主动</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">力图限制或扭转那些导致企业产生营销危机的症结点。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">（三）</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">事后转移性策略。如果危机确实难以扭转</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">则要实行营销战略转移</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">这种转移主要包括以下形式</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">:</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">产品用途转移</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">即通过扩大或转移产品功能为消费者提供焕然一新的产品</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">；</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">市场转移</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">通过市场的重新定位使产品进入一个全新领域</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">；</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">对企业产生不利影响和严重威胁的产品实行停产停销</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">重新开发新产品</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">重创品牌</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">重新树立企业形象。</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">总之</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">营销危机的防御和处理是全方位的</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">除了树立全员危机意识外</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">还要提高企业员工素质</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">尤其是管理者的素质</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">加强企业各方面各环节的管理工作</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">包括从市场调查、产品设计、材料采购、产品生产到产品销售及售后服务全过程</SPAN><SPAN lang=EN-US style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">,</SPAN><SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt">特别是营销管理工作要加强。明确了这些信息，在以后的发展中企业再遇到营销危机就可以更加从容地面对，也能够比较顺利地解决。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-layout-grid-align: none" align=left><SPAN style="FONT-SIZE: 9pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-family: AdobeSongStd-Light; mso-font-kerning: 0pt"> 资料来源：《企业研究》<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
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