产品伤害危机的发生不仅仅会给危机带来负面影响,也会产生溢出效应,影响消费者对竞争品牌的感知和行为,对市场上的竞争品牌带来正面或者负面的影响。国内外学者对于产品伤害危机的溢出效应已经进行了大量研究,本文将对产品伤害危机产生的溢出效应类型和影响溢出效应的主要影响因素以及竞争对手应对策略对溢出效应的营销等相关问题对已有文献进行述评。并且进行评价综述,尝试对未来的研究重点进行了展望。 Product injury crisis not only has a negative impact on the crisis, but also spillover effect, affecting consumers’ perception and behavior of competitive brands and bringing positive or negative impact on the competitive brands on the market. Domestic and foreign scholars have done a lot of research on the spillover effect of product injury crisis. In this paper, the types of spillover effects caused by product injury crisis and the main influencing factors of spillover effect and the marketing countermeasures of countermeasures against spillover effect on the Literature review. And the review of the evaluation, try to focus on future research prospects.