产品伤害事件具有很强的突发性和破坏性,尤其是对企业形象、产品声誉的伤害极为严重,并导致原有营销策略随之失去效能。因此,在产品伤害危机的处理过程中,企业必须结合当时的危机应对策略,对原有的营销策略进行适度的调整,目的在于重建消费者的信心,并使之适应新的市场环境。 Product injury incidents have a strong burst and destructive, especially for the corporate image, the reputation of the product is extremely serious injury, and lead to loss of effectiveness of the original marketing strategy. Therefore, in the process of dealing with product injury crisis, enterprises must make appropriate adjustments to the original marketing strategy in combination with the current crisis response strategy with the aim of rebuilding the confidence of consumers and adapting them to the new market environment.