Emergency Enterprise Marketing Strategy under the product-public opinion double crisis

DOI

10.2991/isss-15.2015.56How to use a DOI?

Keywords

products; public opinion crisis; business; marketing; contingency strategy.

Abstract

The crisis is an important factor in the formation of products with emergencies, when the product of public opinion crisis, in what marketing is directly related to the contingency strategies to achieve business goals or not. Emergency policy research under the effect of different products use public opinion crisis after consumer purchase behavior theory, the conclusion is: When high product mix of high public opinion crisis of crisis, the best excuse initiative; crisis when a high product mix low public opinion crisis, the best excuse policy initiative; when the low product mix of high public opinion crisis, a positive commitment to the best strategy; and when low product mix, low-crisis public opinion crisis, a positive commitment to excuse or active effect is no significant difference in the specific circumstances and needs set.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xingfu Shi
AU  - Lingnuo Xiao
PY  - 2015/08
DA  - 2015/08
TI  - Emergency Enterprise Marketing Strategy under the product-public opinion double crisis
BT  - Proceedings of the 1st International Symposium on Social Science (isss-15)
PB  - Atlantis Press
SP  - 229
EP  - 232
SN  - 2352-5398
UR  - https://doi.org/10.2991/isss-15.2015.56
DO  - 10.2991/isss-15.2015.56
ID  - Shi2015/08
ER  -