This research investigates a representative industry-wide crisis in recent years with the method of case analysis.Comprehensive comparative analyses are conducted with four major involved brands' crisis communication strategies (Study 1) and four major brands' advertising strategies after the crisis (Study 2).Combined with the results of financial data and brand trust surveys,a "corporate communication strategy and consumer trust reconstruction system model in industry-wide crisis" is proposed.The results show that enterprises should actively respond,when an industry-wide crisis occurs,to avoid becoming the industry's "scapegoat".After the crisis,they should take a series of communication strategies to repair the brand image,and pay attention to both rational and emotional advertising appeals to communicate in all directions.During the crisis communication,besides emphasizing the core value,enterprises should highlight their own advantages to facilitate the rebuilding and maintaining of consumer's brand trust.%以具有代表性的全行业危机事件为例,对危机中四大主要涉事品牌的危机沟通策略(研究一)和危机后四大代表品牌的广告沟通策略(研究二)进行了对比分析,并结合财务数据和品牌信任度调查,提出了一个“全行业危机下企业沟通策略与消费者信任重建系统模式”.研究发现,在全行业危机发生时企业应积极响应避免成为“替罪羊”;危机发生后要采取一系列沟通策略修复品牌形象,在广告诉求上要晓之以理动之以情;在危机沟通中重视核心价值的同时,应根据自身优势有所侧重,以更好地重建和维护消费者的品牌信任.
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