我国饮料行业企业品牌危机管理

以本土碳酸饮料行业为例，首先分析饮料行业品牌危机的现状及存在的问题，然后针对存在的问题提出解除品牌危机的途径。并援引国外具有代表性意义的饮料品牌危机案例，强调本土饮料企业要想在竞争中取得优势地位，就必须注重自身的品牌管理，慎重对待品牌危机。文章在分析饮料行业品牌危机现状时，根据其共性与个性，提出了把品牌危机分为行业性品牌危机和个体性品牌危机的新思路。

Research on the Brand Crisis Management of Native Beverage Profession Enterprise

This article takes the native carbonated beverage enterprises as an example.First of all,it analyzes its present brand crisis as well as the problem that existing,according to which the strategy aiming at relieves the brand crisis are proposed.Secondly,case on brand of representative significance involved in overseas crisis is cited here,for the purpose of emphasizing the argument that native drink enterprises who seek to obtain the superior status ipetitin the comon have to paof bevey great attention to own brand management,deal with the brand crisis prudently.When analyzing present situation rage brand crisis,according to its general and individual characteristics,this article divides the brand crisis into two categories: the professional brand crisis and the individual brand crisis,which is also an innovation place.