本文通过分析我国近年来频频发生的国际品牌危机事件,试图从品牌运作和政府监管,消费者心理三个层面探究危机背后的原因,以解释现代人消费中普遍存在的矛盾与困惑。希望通过国际品牌自律、政府完善监管、消费者理性消费等措施,创造一个健康科学、安全放心的国内消费环境,为当今广大消费者面临的消费困境,提出一定的思考与解决方法。 This article tries to find out the reasons behind the crisis from three aspects of brand operation, government regulation and consumer psychology by analyzing the frequent international brand crisis in our country in recent years to explain the common contradictions and perplexities in the modern consumption. Hope that through the international brand self-regulation, the government perfect regulation, consumer rational consumption and other measures to create a health science, safe and secure domestic consumption environment, for today’s consumers facing the predicament of consumption, put forward some thinking and solutions.