关系冲突视角下的企业互动仪式对品牌危机修复效果的影响研究

Brand crisis not only harms brand relationships, but also threatens social relationships and trade orders to some extent. Therefore, how to recover from the brand crisis and assess the recovery effectiveness is an important theme in brand building. From a new perspective, that is, from the perspective of relationship conflict, this research probes into the effectiveness of brand crisis recovery. Through field investigation and intensive interviews with the crisis-prone industries and firms, and taking the theories and research methods from sociology, social psychology, crisis management and marketing management, this research aims to combine firm interaction ritual and social relationship imbalance in the research of brand crisis to discover the nature of social relationship mutation caused by brand crisis, to disclose the working mechanism of firm interaction ritual for the recovery from social relationship imbalance and brand crisis, and to discuss the moderating effect of different types of brand crisis in the above relationships. Based on that, we will evaluate the brand crisis recovery effectiveness from the dimensions of renewed commitment to rules, construct and verify a theoretical model of the relationships between firm interaction ritual and brand crisis recovery effectiveness. This research attempts to break through the limits of current literature regarding brand crisis recovery, fully reflects the socialized function of brand crisis management and provides a theoretical reference and practical guidance for Chinese firms in taking targeted actions to recover from brand crisis and effectively eliminate social relationship imbalance and maintain good trade rules and orders.

品牌危机不仅会伤害品牌关系，也会在一定程度上导致社会关系失衡和破坏交易秩序。因此，如何修复品牌危机和评估修复效果，是品牌建设中的一个重要主题。本项目拟从一个新的视角，即从关系冲突的角度研究品牌危机修复效果，通过对危机频发行业企业实地调研与深度访谈，综合运用社会学、社会心理学、危机管理学及营销学的相关理论和方法，将企业互动仪式、社会关系失衡纳入品牌危机的研究范畴，对品牌危机中社会关系变异的实质进行深入剖析，揭示企业互动仪式对社会关系失衡及品牌危机修复的作用机理，探讨品牌危机的不同类型在其中的调节效应，并从规则重新承诺等维度评估品牌危机修复的效果，建构并验证企业互动仪式和品牌危机修复效果关系的理论模型。 本项目试图突破品牌危机修复理论的现有局限，力求展示品牌危机管理的社会化功能，为我国企业采取针对性品牌危机修复策略以有效消除社会关系失衡、维护良好交易规则与秩序提供理论和实践指导。

品牌危机不仅会伤害品牌关系，也会在一定程度上导致社会关系失衡和破坏交易秩序。因此，如何修复品牌危机和评估修复效果，是品牌建设中的一个重要主题。据此，本课题提出一个新颖的设想：品牌危机修复的过程应是企业与消费者积极互动、情感交换的过程，企业修复行为必须赢得消费者的关注、共鸣与参与，否则就不可能产生有效的修复效果。而拥有共同的关注点和共享情绪状态正是企业互动仪式的主要构成。本课题通过对企业和消费者的实体调研和深度访谈，以及消费实验方法，运用了社会心理学、社会学和统计学等相关理论和方法，解决了以下问题：（1）深入剖析了品牌危机引发社会关系变异的实质，厘清了品牌危机中社会关系冲突的动态演化机理；（2）从社会关系冲突的角度出发，聚焦于揭示“社会人”的消费者在品牌危机修复中的非理性行为，并分析和验证了微观的企业互动仪式对品牌危机的修复效果和修复机理；（3）最后，在品牌危机互动仪式修复模型框架下，挖掘品牌危机修复的影响因素，深入揭示这些因素对品牌危机修复的影响效果和影响路径。本课题结论有助于突破品牌危机修复理论的现有局限，力求展示品牌危机管理的社会化功能，并为我国企业采取针对性品牌危机修复策略以有效消除社会关系失衡、维护良好交易规则与秩序提供理论和实践指导。