市场营销危机事件是指企业在营销活动中,由于内部因素的恶化或者外部环境的影响,企业的整个营销体系或者其中的某些环节发生危机并产生一定影响的企业危机形式。市场营销危机事件具有剧烈行、动态性、持续性、扩散性等特征。市场营销危机事件的处理要在遵循一定的原则的基础上,分企业内部和危机公关两大方面制定应对策略。 Marketing Crisis refers to the enterprise in the marketing activities, due to the deterioration of internal factors or the external environment, the company’s entire marketing system or some of the crisis and have some impact on the crisis of the enterprise. Marketing crisis has a violent line, dynamic, persistent, diffusive and so on. Marketing crisis handling in accordance with certain principles to be based on sub-business and crisis within the two major public relations to develop coping strategies.