| 品牌危机中的竞争情报 |
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| 引用本文： | 王知津,宋正凯.品牌危机中的竞争情报[J].情报理论与实践,2006,29(3):266-269. |
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| 作者姓名： | 王知津 宋正凯 |
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| 作者单位： | 南开大学商学院信息资源管理系,天津,300071 |
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| 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。
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| 关 键 词： | 竞争情报 品牌危机 品牌效应 案例分析 |
| 收稿时间： | 2005-10-28 |
| 修稿时间： | 2005年10月28 |
Competitive Intelligence in Brand Crisis |
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| Wang Zhijin et al..Competitive Intelligence in Brand Crisis[J].Information Studies:Theory & Application,2006,29(3):266-269. |
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| Authors: | Wang Zhijin |
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| Institution: | Wang Zhijin et al. |
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| Abstract: | 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. |
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| Keywords: | competitive intelligence brand crisis brand effect case study |
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