本文以网络环境下的企业品牌危机管理为研究对象,首先对品牌危机的定义进行了阐述,紧接着分析了企业出现品牌危机的原因,包括媒介融合带来信息传递速度加快,横向竞争企业增加,公关解决难度增大;文章的第三部分重点论述了网络环境下的品牌危机管理方法,第一是建立企业品牌危机预警机制,其次是建全出现危机后的处理机制,第三是加快品牌危机修复与长远发展,希望本文以相对翔实的论述为网络环境下的企业品牌危机管理提供有价值的参考意见。 This article takes the enterprise brand crisis management under the network environment as the research object. Firstly, it elaborates the definition of the brand crisis, and then analyzes the reason why the enterprise emerges the brand crisis. The media convergence brings about the speedup of information transmission, the increase of horizontal competition enterprises, The third part focuses on the brand crisis management methods under the network environment. The first is to set up an early warning mechanism for corporate brand crisis, the second is to deal with the crisis after the establishment of the whole system, the third is to speed up the brand crisis Repair and long-term development, I hope this article with a relatively accurate exposition for the network environment corporate brand crisis management provide valuable reference.