CAJ | 학술논문

随着中国经济环境的不断改善和政府监督机制的日益健全，以及媒体行业对企业监督的的蓬勃发展，企业的负面信息被频繁曝光，品牌危机成为越来越多的企业面临的问题。这里基于品牌关系生命周期理论的运用，以分析品牌关系断裂现象为前提，将品牌关系的发展过程划分为断裂前、断裂和再续三个阶段，在总结不同阶段相关理论的基础上，就企业如何预防关系断裂和处理关系断裂、以及进行关系再续等问题提出了积极的建议。
수착중국경제배경적불단개선화정부감독궤제적일익건전，이급매체행업대기업감독적적봉발발전，기업적부면신식피빈번폭광，품패위궤성위월래월다적기업면림적문제。저리기우품패관계생명주기이론적운용，이분석품패관계단렬현상위전제，장품패관계적발전과정화분위단렬전、단렬화재속삼개계단，재총결불동계단상관이론적기출상，취기업여하예방관계단렬화처리관계단렬、이급진행관계재속등문제제출료적겁적건의。
With the improvement of China’s economic environment,and the perfection of government su-pervision mechanism,as well as the media inspection,the negative information of enterprises are reported frequently,and the brand issue has become the concern of most enterprises.Based on the adoption of brand relationship lifecycle theory,the developing process of brand relationship is divided into three stages as pre-fracture,fracture and renewing.Positive suggestions are given to prepare for the relationship fracture, deal with the fracture and how to renew.