The Brand Crisis Management: Application of Analytic Network Process in the Automobile Business

摘要：

This paper proposes an application of the analytic network process (ANP) for the selection of best operator for brand crisis management (BCM) practice in the automobile business. This survey is deal with solving Who has best practices related to the BCM Implementation in the automobile business? problem. In order to identification of the best practice criterias to the BCM is realized to interview with automobile managers, analysis of best practice surveys and BCM guidelines. BCM is required to serious investment, resources and integrated holistic approach. In this complex concept, many various criterias is important to best BCM implementation. ANP is used solving the problem, which it is include many measure and inderdependency. TAV Automobile Holding Co. and Fraport A.G. are determined as alternatives in the proposed ANP model.

关键词： automobile business analytic network process brand crisis management best brand crisis management practice

作者: HE Liu WANG Haizhong ZHU Bangzhu

作者单位: Department of marketing, School of Business, Sun Yat-Sen University Guangzhou,China, 510275,Departme Department of marketing, School of Business, Sun Yat-Sen University Guangzhou,China, 510275 Department of marketing, School of Business & Management,Wu Yi University Jiangmen, China, 529020

会议类型: 国际会议

会议名称: 2010 International Conference on Risk and Reliability Management(2010年风险与可靠性管理国际会议RRM 2010)

会议地点: 北京

会议语种:英文

页码: 336-349

在线出版日期: 2010-10-23（万方平台首次上网日期，不代表论文的发表时间）