期刊名称：Advance Journal of Food Science and Technology
印刷版ISSN：2042-4868
电子版ISSN：2042-4876
出版年度：2015
卷号：8
期号：1
页码：52-58
出版社：MAXWELL Science Publication
摘要：Food companies present the variety, quantity and characteristics of all sizes in the development of the market. When consumers choose the food company, the difference is big, but the brand image is the core factor of the food enterprises to gain advantages in competition. In the brand crisis, how to carry out the brand crisis management is very important for food industry. In this study, by KFC occurred two big events that "Sudan" event and "seckill scandal" event, using the method of case analysis method and brainstorming method to analysis that the KFC, the successes and failures of such large-scale enterprise in dealing with such a brand crisis and hope that the companies similar to the KFC food enterprises can use some strategies to get out of their own brand crisis. Finally, based on the whole food enterprises, learning from the KFC brand crisis management, we put forward some countermeasures of food enterprise brand crisis management.
