杜嘉班納危機公關啟示錄(lu)：品牌危機公關，靠遺忘遠(yuan)遠(yuan)不夠！

       互(hu)聯網(wang)有(you)(you)記憶。當(dang)(dang)(dang)(dang)外媒提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)時(shi)(shi)(shi)（Dolce amp; Gabbana）當(dang)(dang)(dang)(dang)2021年(nian)(nian)(nian)似(si)乎迎來(lai)(lai)(lai)(lai)了(le)(le)(le)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)市(shi)場(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)轉折點(dian)(dian)時(shi)(shi)(shi)，很多人(ren)回憶起(qi)三(san)(san)年(nian)(nian)(nian)前(qian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)廣告(gao)(gao)(gao)視頻《用(yong)筷子(zi)吃飯》。視頻中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)筷子(zi)、中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)模(mo)特和(he)(he)暗示(shi)性飲食場(chang)(chang)(chang)景(jing)都(dou)受(shou)到(dao)(dao)(dao)(dao)了(le)(le)(le)批評(ping)。當(dang)(dang)(dang)(dang)時(shi)(shi)(shi)杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)創始人(ren)之(zhi)一(yi)(yi)Stefano Gabbana回應(ying)(ying)(ying)(ying)(ying)(ying)職責時(shi)(shi)(shi)，公(gong)(gong)開侮(wu)辱中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)。求錘得錘后(hou)，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)銷(xiao)(xiao)(xiao)(xiao)(xiao)量暴跌(die)，大秀被迫取消(xiao)(xiao)(xiao)(xiao)，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)市(shi)場(chang)(chang)(chang)嚴(yan)重(zhong)(zhong)萎縮。現(xian)(xian)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)關(guan)(guan)于杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)討論(lun)(lun)再次(ci)(ci)點(dian)(dian)燃，一(yi)(yi)個(ge)(ge)(ge)直接原因(yin)是(shi)(shi)(shi)(shi)彭博(bo)社報道(dao)(dao)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)個(ge)(ge)(ge)數(shu)字。據(ju)彭博(bo)社報道(dao)(dao)，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)2021年(nian)(nian)(nian)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)量比前(qian)一(yi)(yi)年(nian)(nian)(nian)反彈了(le)(le)(le)20%。看(kan)(kan)到(dao)(dao)(dao)(dao)這(zhe)樣的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)增(zeng)(zeng)長(chang)(chang)(chang)，很多網(wang)友的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)第一(yi)(yi)反應(ying)(ying)(ying)(ying)(ying)(ying)是(shi)(shi)(shi)(shi)疑惑和(he)(he)不(bu)滿。但(dan)(dan)是(shi)(shi)(shi)(shi)三(san)(san)年(nian)(nian)(nian)后(hou)，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)恢(hui)(hui)(hui)復(fu)了(le)(le)(le)活(huo)力？有(you)(you)網(wang)友問。事(shi)(shi)(shi)(shi)(shi)(shi)(shi)實(shi)上(shang)(shang)(shang)(shang)(shang)，報告(gao)(gao)(gao)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)20%之(zhi)后(hou)，并(bing)(bing)(bing)沒(mei)有(you)(you)增(zeng)(zeng)加(jia)更(geng)(geng)多的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)解(jie)(jie)釋(shi)，具(ju)體(ti)(ti)(ti)銷(xiao)(xiao)(xiao)(xiao)(xiao)量等指(zhi)標(biao)還不(bu)得而(er)(er)知(zhi)。2020年(nian)(nian)(nian)疫情(qing)(qing)下，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)損害(hai)程度(du)不(bu)同，20%的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)量相(xiang)(xiang)(xiang)對(dui)(dui)增(zeng)(zeng)長(chang)(chang)(chang)無(wu)(wu)(wu)需過(guo)度(du)解(jie)(jie)讀。現(xian)(xian)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)(qing)況是(shi)(shi)(shi)(shi)杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)市(shi)場(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)活(huo)力很難(nan)恢(hui)(hui)(hui)復(fu)。相(xiang)(xiang)(xiang)關(guan)(guan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)負(fu)責人(ren)提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)，目前(qian)，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)還沒(mei)有(you)(you)克(ke)服(fu)之(zhi)前(qian)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)負(fu)面(mian)(mian)影(ying)響(xiang)，所以他(ta)(ta)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)活(huo)動中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)會(hui)(hui)(hui)(hui)更(geng)(geng)加(jia)謹慎。在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)一(yi)(yi)系(xi)列沉(chen)重(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)后(hou)果(guo)下，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)一(yi)(yi)直在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)向(xiang)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)市(shi)場(chang)(chang)(chang)表(biao)現(xian)(xian)出(chu)良(liang)好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)修復(fu)困難(nan)。彭博(bo)社指(zhi)出(chu)，受(shou)此(ci)前(qian)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)響(xiang)，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)雇傭了(le)(le)(le)兩家(jia)國(guo)(guo)(guo)際(ji)危(wei)(wei)機(ji)(ji)管(guan)理(li)公(gong)(gong)司(si)進(jin)行危(wei)(wei)機(ji)(ji)公(gong)(gong)共(gong)關(guan)(guan)系(xi)。目前(qian)，該(gai)公(gong)(gong)司(si)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)擁有(you)(you)1200名員工，并(bing)(bing)(bing)將在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)上(shang)(shang)(shang)(shang)(shang)海中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)信(xin)泰富廣場(chang)(chang)(chang)開設(she)一(yi)(yi)家(jia)時(shi)(shi)(shi)裝店(dian)(dian)。天(tian)眼數(shu)據(ju)顯示(shi)，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)有(you)(you)30多家(jia)分支機(ji)(ji)構，其(qi)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)今(jin)年(nian)(nian)(nian)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)上(shang)(shang)(shang)(shang)(shang)海、成都(dou)、沈陽等地設(she)立了(le)(le)(le)6家(jia)分支機(ji)(ji)構。增(zeng)(zeng)加(jia)商店(dian)(dian)布(bu)局(ju)可(ke)(ke)能(neng)是(shi)(shi)(shi)(shi)為(wei)(wei)了(le)(le)(le)向(xiang)市(shi)場(chang)(chang)(chang)展示(shi)良(liang)好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)效果(guo)。一(yi)(yi)位時(shi)(shi)(shi)尚(shang)業(ye)(ye)內人(ren)士提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)，這(zhe)可(ke)(ke)能(neng)證明杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)不(bu)會(hui)(hui)(hui)(hui)放(fang)棄(qi)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)市(shi)場(chang)(chang)(chang)。與此(ci)同時(shi)(shi)(shi)，知(zhi)情(qing)(qing)人(ren)士透露，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)廣告(gao)(gao)(gao)自今(jin)年(nian)(nian)(nian)年(nian)(nian)(nian)初以來(lai)(lai)(lai)(lai)有(you)(you)所增(zeng)(zeng)加(jia)，這(zhe)也在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)一(yi)(yi)定(ding)(ding)程度(du)上(shang)(shang)(shang)(shang)(shang)推動了(le)(le)(le)杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)相(xiang)(xiang)(xiang)對(dui)(dui)增(zeng)(zeng)長(chang)(chang)(chang)。杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)營銷(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)面(mian)(mian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)投資實(shi)際(ji)上(shang)(shang)(shang)(shang)(shang)肉(rou)眼可(ke)(ke)見(jian)。以今(jin)年(nian)(nian)(nian)七夕營銷(xiao)(xiao)(xiao)(xiao)(xiao)為(wei)(wei)例，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)于7月29日在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)微信(xin)公(gong)(gong)共(gong)平臺上(shang)(shang)(shang)(shang)(shang)發(fa)(fa)布(bu)了(le)(le)(le)一(yi)(yi)系(xi)列預熱視頻，并(bing)(bing)(bing)于7月29日發(fa)(fa)布(bu)了(le)(le)(le)官方(fang)賬(zhang)號。在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)這(zhe)個(ge)(ge)(ge)節點(dian)(dian)上(shang)(shang)(shang)(shang)(shang)，很多媒體(ti)(ti)(ti)都(dou)發(fa)(fa)布(bu)了(le)(le)(le)相(xiang)(xiang)(xiang)關(guan)(guan)活(huo)動的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)推文(wen)(wen)(wen)。毫無(wu)(wu)(wu)疑問，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)對(dui)(dui)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)市(shi)場(chang)(chang)(chang)很好(hao)。杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)可(ke)(ke)以在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)過(guo)去兩屆中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)國(guo)(guo)(guo)際(ji)進(jin)口博(bo)覽會(hui)(hui)(hui)(hui)上(shang)(shang)(shang)(shang)(shang)看(kan)(kan)到(dao)(dao)(dao)(dao)。2020年(nian)(nian)(nian)世博(bo)會(hui)(hui)(hui)(hui)。杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)首(shou)席執行官Alfonso Dolce提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)對(dui)(dui)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)文(wen)(wen)(wen)化的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態度(du)，提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)東方(fang)文(wen)(wen)(wen)化滋養著(zhu)(zhu)國(guo)(guo)(guo)際(ji)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)設(she)計靈感，對(dui)(dui)于國(guo)(guo)(guo)際(ji)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)來(lai)(lai)(lai)(lai)說(shuo)(shuo)，我(wo)們(men)(men)應(ying)(ying)(ying)(ying)(ying)(ying)該(gai)不(bu)斷學習(xi)，（人(ren)才）對(dui)(dui)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)文(wen)(wen)(wen)化的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)理(li)解(jie)(jie)越來(lai)(lai)(lai)(lai)越深(shen)入(ru)。河(he)南(nan)災難(nan)期間(jian)，杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)向(xiang)河(he)南(nan)捐款100萬元救災。當(dang)(dang)(dang)(dang)時(shi)(shi)(shi)，許(xu)多網(wang)民(min)(min)并(bing)(bing)(bing)沒(mei)有(you)(you)購(gou)買它。他(ta)(ta)們(men)(men)直言(yan)不(bu)諱地說(shuo)(shuo)，盡管(guan)杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)做(zuo)了(le)(le)(le)好(hao)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)，但(dan)(dan)他(ta)(ta)仍(reng)然無(wu)(wu)(wu)法粉飾(shi)。事(shi)(shi)(shi)(shi)(shi)(shi)(shi)實(shi)上(shang)(shang)(shang)(shang)(shang)，被貼上(shang)(shang)(shang)(shang)(shang)標(biao)簽(qian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)杜(du)(du)(du)(du)(du)嘉(jia)(jia)(jia)(jia)(jia)班(ban)納(na)(na)(na)似(si)乎正試圖擺脫(tuo)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)標(biao)簽(qian)帶來(lai)(lai)(lai)(lai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)陰影(ying)。這(zhe)個(ge)(ge)(ge)過(guo)程注定(ding)(ding)是(shi)(shi)(shi)(shi)漫長(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)，這(zhe)樣的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)標(biao)簽(qian)不(bu)會(hui)(hui)(hui)(hui)隨(sui)(sui)著(zhu)(zhu)時(shi)(shi)(shi)間(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)推移而(er)(er)消(xiao)(xiao)(xiao)(xiao)除。很多時(shi)(shi)(shi)候，你(ni)認為(wei)(wei)遺忘(wang)已(yi)(yi)經成為(wei)(wei)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)面(mian)(mian)對(dui)(dui)公(gong)(gong)關(guan)(guan)危(wei)(wei)機(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)策略(lve)。我(wo)們(men)(men)經常(chang)選擇(ze)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)發(fa)(fa)生(sheng)(sheng)后(hou)保持沉(chen)默。有(you)(you)時(shi)(shi)(shi)網(wang)民(min)(min)只(zhi)相(xiang)(xiang)(xiang)信(xin)他(ta)(ta)們(men)(men)相(xiang)(xiang)(xiang)信(xin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)。你(ni)說(shuo)(shuo)什么都(dou)沒(mei)用(yong)。一(yi)(yi)位品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)公(gong)(gong)關(guan)(guan)負(fu)責人(ren)提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)，當(dang)(dang)(dang)(dang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)真的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)犯了(le)(le)(le)重(zhong)(zhong)大錯誤時(shi)(shi)(shi)，他(ta)(ta)們(men)(men)仍(reng)然必須在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)第一(yi)(yi)時(shi)(shi)(shi)間(jian)站出(chu)來(lai)(lai)(lai)(lai)道(dao)(dao)歉。事(shi)(shi)(shi)(shi)(shi)(shi)(shi)實(shi)上(shang)(shang)(shang)(shang)(shang)，每(mei)個(ge)(ge)(ge)人(ren)都(dou)可(ke)(ke)以看(kan)(kan)到(dao)(dao)(dao)(dao)相(xiang)(xiang)(xiang)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)措施。混亂(luan)不(bu)會(hui)(hui)(hui)(hui)一(yi)(yi)直持續下去，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)也不(bu)會(hui)(hui)(hui)(hui)一(yi)(yi)直轉向(xiang)死胡(hu)同。做(zuo)你(ni)應(ying)(ying)(ying)(ying)(ying)(ying)該(gai)做(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)，做(zuo)好(hao)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)和(he)(he)營銷(xiao)(xiao)(xiao)(xiao)(xiao)，消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)很快就會(hui)(hui)(hui)(hui)忘(wang)記。當(dang)(dang)(dang)(dang)他(ta)(ta)們(men)(men)再次(ci)(ci)想起(qi)以前(qian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)情(qing)(qing)時(shi)(shi)(shi)，這(zhe)只(zhi)是(shi)(shi)(shi)(shi)一(yi)(yi)個(ge)(ge)(ge)談話，對(dui)(dui)銷(xiao)(xiao)(xiao)(xiao)(xiao)售本身(shen)影(ying)響(xiang)不(bu)大。事(shi)(shi)(shi)(shi)(shi)(shi)(shi)實(shi)上(shang)(shang)(shang)(shang)(shang)，互(hu)聯網(wang)信(xin)息復(fu)雜，隨(sui)(sui)著(zhu)(zhu)信(xin)息繭(jian)現(xian)(xian)象(xiang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)出(chu)現(xian)(xian)，消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)遺忘(wang)周期也面(mian)(mian)臨(lin)(lin)著(zhu)(zhu)縮短(duan)。對(dui)(dui)于奢侈(chi)(chi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)行業(ye)(ye)來(lai)(lai)(lai)(lai)說(shuo)(shuo)，持續穩定(ding)(ding)增(zeng)(zeng)長(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)大市(shi)場(chang)(chang)(chang)環境(jing)給了(le)(le)(le)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)一(yi)(yi)個(ge)(ge)(ge)放(fang)心(xin)。就國(guo)(guo)(guo)內奢侈(chi)(chi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)市(shi)場(chang)(chang)(chang)而(er)(er)言(yan)，疫情(qing)(qing)過(guo)后(hou)仍(reng)保持一(yi)(yi)定(ding)(ding)程度(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)增(zeng)(zeng)長(chang)(chang)(chang)。艾媒體(ti)(ti)(ti)咨詢數(shu)據(ju)顯示(shi)，預計2021年(nian)(nian)(nian)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)奢侈(chi)(chi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)行業(ye)(ye)年(nian)(nian)(nian)增(zeng)(zeng)長(chang)(chang)(chang)率為(wei)(wei)4%，與2018-2020年(nian)(nian)(nian)增(zeng)(zeng)長(chang)(chang)(chang)持平。此(ci)外，奢侈(chi)(chi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目標(biao)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)憤怒和(he)(he)購(gou)買之(zhi)間(jian)也有(you)(you)一(yi)(yi)點(dian)(dian)偏(pian)差。上(shang)(shang)(shang)(shang)(shang)述時(shi)(shi)(shi)尚(shang)行業(ye)(ye)人(ren)士提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)，奢侈(chi)(chi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)與其(qi)他(ta)(ta)行業(ye)(ye)存在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)差距，奢侈(chi)(chi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)群體(ti)(ti)(ti)較少。事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)發(fa)(fa)生(sheng)(sheng)后(hou)，許(xu)多固定(ding)(ding)客(ke)戶的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)購(gou)買將趨同，但(dan)(dan)他(ta)(ta)們(men)(men)不(bu)會(hui)(hui)(hui)(hui)完全放(fang)棄(qi)。等待風暴過(guo)去，他(ta)(ta)們(men)(men)很可(ke)(ke)能(neng)會(hui)(hui)(hui)(hui)完全恢(hui)(hui)(hui)復(fu)購(gou)買。這(zhe)也是(shi)(shi)(shi)(shi)范思(si)哲時(shi)(shi)(shi)尚(shang)踩上(shang)(shang)(shang)(shang)(shang)雷(lei)區后(hou)能(neng)找(zhao)到(dao)(dao)(dao)(dao)吳宣儀(yi)代言(yan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)原因(yin)之(zhi)一(yi)(yi)。對(dui)(dui)于消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)來(lai)(lai)(lai)(lai)說(shuo)(shuo)，除了(le)(le)(le)代言(yan)，還有(you)(you)明星。時(shi)(shi)(shi)尚(shang)業(ye)(ye)人(ren)士提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)，事(shi)(shi)(shi)(shi)(shi)(shi)(shi)物的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)致(zhi)命性是(shi)(shi)(shi)(shi)有(you)(you)周期的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)。隨(sui)(sui)著(zhu)(zhu)時(shi)(shi)(shi)間(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)推移，一(yi)(yi)些事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)致(zhi)命性會(hui)(hui)(hui)(hui)逐漸減(jian)弱，正常(chang)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)增(zeng)(zeng)長(chang)(chang)(chang)實(shi)際(ji)上(shang)(shang)(shang)(shang)(shang)是(shi)(shi)(shi)(shi)正常(chang)現(xian)(xian)象(xiang)。那么，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)遇到(dao)(dao)(dao)(dao)危(wei)(wei)機(ji)(ji)后(hou)，依(yi)(yi)靠遺忘(wang)就足夠(gou)了(le)(le)(le)嗎？當(dang)(dang)(dang)(dang)危(wei)(wei)機(ji)(ji)來(lai)(lai)(lai)(lai)臨(lin)(lin)時(shi)(shi)(shi)，事(shi)(shi)(shi)(shi)(shi)(shi)(shi)實(shi)并(bing)(bing)(bing)非(fei)如此(ci)。對(dui)(dui)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)來(lai)(lai)(lai)(lai)說(shuo)(shuo)，遺忘(wang)會(hui)(hui)(hui)(hui)稀釋(shi)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)本身(shen)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)印象(xiang)，但(dan)(dan)它總(zong)是(shi)(shi)(shi)(shi)埋在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)雷(lei)聲(sheng)(sheng)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)。當(dang)(dang)(dang)(dang)危(wei)(wei)機(ji)(ji)發(fa)(fa)生(sheng)(sheng)時(shi)(shi)(shi)，冷處理(li)實(shi)際(ji)上(shang)(shang)(shang)(shang)(shang)是(shi)(shi)(shi)(shi)一(yi)(yi)種(zhong)懶(lan)惰。中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)傳媒大學廣告(gao)(gao)(gao)學院民(min)(min)族品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)研(yan)究(jiu)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)心(xin)副(fu)主任、中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)廣告(gao)(gao)(gao)商協(xie)會(hui)(hui)(hui)(hui)廣告(gao)(gao)(gao)商研(yan)究(jiu)所研(yan)究(jiu)員提(ti)(ti)(ti)(ti)到(dao)(dao)(dao)(dao)，危(wei)(wei)機(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)處理(li)不(bu)能(neng)依(yi)(yi)賴于消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)遺忘(wang)。遺忘(wang)不(bu)是(shi)(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)應(ying)(ying)(ying)(ying)(ying)(ying)該(gai)積極處理(li)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)方(fang)式。對(dui)(dui)于許(xu)多大品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)公(gong)(gong)司(si)來(lai)(lai)(lai)(lai)說(shuo)(shuo)，消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)已(yi)(yi)經提(ti)(ti)(ti)(ti)前(qian)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)精神賬(zhang)戶中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)存錢，消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)很難(nan)因(yin)為(wei)(wei)一(yi)(yi)件(jian)(jian)(jian)(jian)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)而(er)(er)花掉精神賬(zhang)戶。但(dan)(dan)依(yi)(yi)靠遺忘(wang)來(lai)(lai)(lai)(lai)度(du)過(guo)危(wei)(wei)機(ji)(ji)幾乎是(shi)(shi)(shi)(shi)一(yi)(yi)件(jian)(jian)(jian)(jian)離譜的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)情(qing)(qing)。關(guan)(guan)鍵是(shi)(shi)(shi)(shi)，在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)危(wei)(wei)機(ji)(ji)出(chu)現(xian)(xian)之(zhi)前(qian)，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)危(wei)(wei)機(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)戰略(lve)模(mo)式正在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)為(wei)(wei)不(bu)同的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)社會(hui)(hui)(hui)(hui)做(zuo)好(hao)準(zhun)備(bei)。更(geng)(geng)重(zhong)(zhong)要的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)看(kan)(kan)到(dao)(dao)(dao)(dao)不(bu)同的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)個(ge)(ge)(ge)人(ren)和(he)(he)面(mian)(mian)向(xiang)危(wei)(wei)機(ji)(ji)管(guan)理(li)模(mo)式。在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)危(wei)(wei)機(ji)(ji)管(guan)理(li)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)，我(wo)們(men)(men)需要把(ba)握四個(ge)(ge)(ge)現(xian)(xian)代化。首(shou)先(xian)是(shi)(shi)(shi)(shi)危(wei)(wei)機(ji)(ji)預先(xian)，不(bu)能(neng)解(jie)(jie)決問題；其(qi)次(ci)(ci)，企業(ye)(ye)需要從信(xin)息收集、輿論(lun)(lun)分析、危(wei)(wei)機(ji)(ji)預警(jing)、處理(li)優化等全環節進(jin)行系(xi)統管(guan)理(li)；再次(ci)(ci)實(shi)現(xian)(xian)平臺，企業(ye)(ye)應(ying)(ying)(ying)(ying)(ying)(ying)建立相(xiang)(xiang)(xiang)應(ying)(ying)(ying)(ying)(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)數(shu)字平臺；最后(hou)是(shi)(shi)(shi)(shi)標(biao)準(zhun)化、危(wei)(wei)機(ji)(ji)分級(ji)管(guan)理(li)。危(wei)(wei)機(ji)(ji)發(fa)(fa)生(sheng)(sheng)時(shi)(shi)(shi)，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)應(ying)(ying)(ying)(ying)(ying)(ying)立即(ji)做(zuo)出(chu)反應(ying)(ying)(ying)(ying)(ying)(ying)，及(ji)時(shi)(shi)(shi)發(fa)(fa)表(biao)聲(sheng)(sheng)明，并(bing)(bing)(bing)對(dui)(dui)問題進(jin)行相(xiang)(xiang)(xiang)應(ying)(ying)(ying)(ying)(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)解(jie)(jie)釋(shi)。即(ji)使客(ke)觀因(yin)素是(shi)(shi)(shi)(shi)事(shi)(shi)(shi)(shi)(shi)(shi)(shi)件(jian)(jian)(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)主要原因(yin)，也需要主動承擔(dan)和(he)(he)超額承擔(dan)，以最大限度(du)地減(jian)少傷害(hai)。品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)更(geng)(geng)重(zhong)(zhong)要的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)做(zuo)好(hao)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)，消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)會(hui)(hui)(hui)(hui)因(yin)為(wei)(wei)一(yi)(yi)個(ge)(ge)(ge)好(hao)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)而(er)(er)喜歡(huan)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)，也會(hui)(hui)(hui)(hui)因(yin)為(wei)(wei)一(yi)(yi)個(ge)(ge)(ge)好(hao)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)而(er)(er)關(guan)(guan)注品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)。上(shang)(shang)(shang)(shang)(shang)述時(shi)(shi)(shi)尚(shang)，有(you)(you)些錯誤無(wu)(wu)(wu)法消(xiao)(xiao)(xiao)(xiao)除，但(dan)(dan)可(ke)(ke)以彌補。當(dang)(dang)(dang)(dang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)(pai)(pai)以更(geng)(geng)多的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)真誠(cheng)面(mian)(mian)對(dui)(dui)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)時(shi)(shi)(shi)，更(geng)(geng)積極的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)響(xiang)也會(hui)(hui)(hui)(hui)隨(sui)(sui)之(zhi)而(er)(er)來(lai)(lai)(lai)(lai)。

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