The comic broke of Da Vinci event is certainly a lesson in the furniture industry in 2011, history, certainly some of the practices of the Da Vinci company not only did not make their own to please public relations crisis, but into comic crises. I believe that the Da Vinci family during the crisis, there are some major decisions right might be able to help the enterprises out of the crisis.
First of all, most in need of an urgent solution for the crisis event qualitative issues. A possible qualitative quality problems of goods sold: Da Vinci furniture can not be denied; enterprises recognize the courage to admit their mistakes is responsible performance, to trace the source of the problem and find a solution to give consumers confidence in reply. The possible qualitative Another enterprise with local goods instead of foreign brands, through a special operation to deceive consumers, is great integrity issues. In media communication will be by Leonardo da Vinci, da Vinci's strategy is to describe the non-authenticity of the second possibility.
But I believe that, in the event of the crisis, both qualitative may exist, just the pros and cons, which one is better, respectively. If enterprises with local high-quality products to replace foreign brand goods, alternatives better than the quality of foreign goods, then the consumers, in terms of business ethics aside, but is a value. Really quality merchandise, the crisis also this kind of occurrence it? So, from the consumer's point of view in terms of standing, the core of the crisis is the quality of the goods issue. This problem, even if Da Vinci joint agent brand publicity, but also can not cover up. Admit, acknowledge the problem of the quality of the goods, and admit that there are problems in the procurement chain is the inevitable way out, is also a top priority. Response on this issue later on enterprise against greater.
Secondly, the spread of the right to address the issue of corporate brand value. The the DaVinci furniture brand positioning high-end, meet many domestic well-off grade crowd identity and enjoy life needs. The existence of the business for many years, a large number of loyal customers; injured customers whatever the reason, after all, is one of the few. Enterprises can ask the consumers themselves to speak, loyal customer choice is correct. If the companies do not do damage to the brand image, the ripple effect will be wise tarnished image of loyal customers. If negative value to customers God bring the brand value of the enterprise will lose the meaning of existence. Leonardo da Vinci in the convening of the media communication will not to control this problem, resulting in media communication will become injured consumer dissatisfaction catharsis seriously out of control.
Third step to explain the fact there has been in the furniture industry: the production of Italian furniture. Many small and medium-sized furniture factory is a well-known brand in the Italian furniture industry specialization supply phenomenon is widespread. Grasp of design, furniture brand factory grasp the quality of the professional division of labor, foreign well-known furniture brand with small and medium-sized furniture supplier is a common phenomenon. If the problem is really there, that is the gatekeeper of the procurement chain. Expose industry facts, not to evade the issue, but to solve the problems of domestic public misunderstanding caused by asymmetric information. Fourth step of
, be sure to welcome media monitoring, media to monitor their own improvement. On the one hand, the Da Vinci furniture sales brand sales of goods of quality assurance mechanisms, need to come up with clear and targeted measures, to prevent problems from happening again; the other hand, the problem of quality assurance services to consumers. The media is not the enemy, but rather the development of enterprises to promote the power of. If the pendulum is not correct mentality in this regard and can not be exchanged to itself reborn.
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