随着危机营销理论在我国的发展,其中产生的问题日益增加,也由此导致了企业的巨大损失。本文立足于危机营销的理论基础,结合近年来出现的企业经营案例,对危机营销的理论误区和实践中存在的问题进行了粗略的分析,并由此提出了理念和机制方面的改进建议。本文希望通过相关分析,对我国企业的危机营销行为起到抛砖引玉的作用。 With the development of crisis marketing theory in our country, the problems arising therefrom have been increasing day by day, resulting in huge losses of enterprises. Based on the theoretical foundation of crisis marketing, combined with the business cases in recent years, this paper gives a rough analysis of the theoretical misunderstanding of crisis marketing and the problems in practice, and puts forward the suggestions for improvement on the concept and mechanism. This article hopes through the correlation analysis, to our country enterprise’s crisis marketing behavior to initiate the function.