品牌质量危机对中国消费者信心的影响-以惠普“质量门”为例(13000字)
摘 要：经济全球化背景下，企业面临着各种机遇，同时也存在各种危机，危机事件出现后，不仅对消费者身心造成影响，降低了消费者对产品的信心更直接导致企业财产的损失。一直以来，洋品牌在国内市场就是质量高，品质优的代名词，但是近年来，一些国际知名品牌出现的质量问题，不仅降低了这些品牌在国人心目中和市场上建立的良好质量口碑与品牌信誉，也迫使这些品牌使出浑身解数来化解品牌危机。在出现一系列的产品质量问题后，倡导企业诚信经营，积极构建诚信的消费环境，提高产品质量，做好售后服务，塑造企业形象，树立信誉，成为全国人民代表和全国政协委员关注的重点。面对剧烈的冲击,如何恢复消费者对产品的信心,进而恢复市场,是危机后企业的挑战。
关键词：品牌；质量危机；消费者信心
The Effect of Brand Quality of China‘s Consumers Confidence ——With HP "Quality Door" for Example
Abstract：Under the background of economic globalization, enterprises are faced with various opportunities, but also the existence crises, crisis after the event, not only to consumers and reduce the physical impact of consumer products more directly cause the confidence of the enterprise property loss. Since always, foreign brand in the domestic market is high quality, high quality pronoun, but in recent years, as the yankees brand quality problem continual exposure, some international famous brands in the event that quality problem not only reduces the brand on the market in compatriots mind and building good quality reputation and brand reputation and also forced these brand bend over backwards to defuse brand crisis. In a series of product quality problems appear after advocating enterprise credit management, actively construct the integrity of consumption environment, improve product quality, completes the after-sales service, shaping corporate image, builds credibility, become the National People's Congress and the focus of the CPPCC national committee. Facing the severe impact, how to restore the confidence of consumer products, and restore market, after a crisis corporate challenges.
Keywords: brand；consumer confidence；quality crisis
目 录
中文摘要…………………………………………………………………………1
英文摘要…………………………………………………………………………1
一、绪论………………………………………………………………………… 2
（一）选题研究意义……………………………………………………………… 2
（二）国内外研究现状………………………………………………………… 2
1关于品牌质量对品牌影响的研究…………………………………………2
2关于消费者感知质量对品牌的影响的研究………………………………3
3关于消费者选择品商品消费的研究………………………………………4
4关于我国消费者品牌消费信心的研究……………………………………5
5文献评述……………………………………………………………………6
（三）本文的主要内容和研究方向………………………………………………6
二、惠普危机事件的起因及产生的社会影响………………………………………6
（一）“惠普危机”的新闻背景……………………………………………………6
（二）“惠普”对“质量门”事件的态度…………………………………………7
三、品牌质量危机对消费者信心的影响……………………………………………8
（一）遭遇品牌危机的企业应如何面对市场……………………………………8
（二）消费者应如何面对品牌需求………………………………………………9
1 消费者消费选择更趋理性…………………………………………………9
2 产生较长时间的消费顾虑…………………………………………………10
四、惠普危机事件带来的启示…………………………………………………10
（一）完善缺陷商品召回制度……………………………………………………10
1 修改和完善产品质量责任制度的基本立法………………………………11
2 建立严格的惩罚性赔偿法律责任…………………………………………11
（二）提升企业危机管理…………………………………………………………11
1 我国企业危机管理上存在的问题…………………………………………11
2 我国企业应对危机管理可行的措施………………………………………12
五、结论…………………………………………………………………………12
参考文献…………………………………………………………………………12
致谢………………………………………………………………………………15
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