Vanke public relations crisis highlights the urgent need to strengthen corporate brand responsibility.

<P> Keywords: Vanke brand crisis public relations contributions to the door should be said that before the earthquake in Sichuan, China Vanke is the most brand value of the company. .However, as Wang Wenchuan earthquake donation of explosive, for the whole of China Vanke, and real estate industry, has become a need to think about. .</ P> <P> "leading brands" and "brand premium" has been one of the core competitiveness of China Vanke. .The words and deeds of their own crisis caused by the inappropriate, not only the need to review China Vanke, the brand should attract more enterprises to learn from. .</ P> <P> 5 月 12 日 Wenchuan earthquake that Vanke announced a contribution of 200 million yuan. .And last year more than 4.8 billion compared to net profit of 200 million in donations of less than four ten thousandths of its net profit rise to doubt. .</ P> <P> and Wang blog, "200 million is an appropriate amount", "the general staff of the contributions are limited to 10 yuan," the response is consistent Internet users were accused of. .Many people even self-organization "to resist buying Vanke residential, Vanke shares boycott" activity. .Vanke A shares then also, like the image of China Vanke, dropped from a high of 40 yuan 18 yuan. .</ P> <P> "national housing analysis report," chief analyst Chen sincerely believe, from all indications, Vanke has recently encountered "donations door" storm, will make corporate brand, image and reputation in a .stage subject to a certain extent. .</ P> <P> this word, has always been benevolent to the "good citizen" Wang accidentally become "stingy", but also to the standardization and institutionalization of the human praiseworthy Vanke, the brand influence on the encounter .to an unprecedented crisis of confidence. .</ P> <P> and subsequently, to mitigate its brand crisis, Vanke announced a 1 billion yuan in reconstruction, but this has not been the national acceptance. .The same donation billion, Wong Lo Kat in the patriotic enthusiasm of the sensitive period, successfully established a positive good image contrast between the two, reflecting the increase in national brand awareness. .</ P> <P> Brand Synergy director of public relations, said Li Jubin, from the pure sense that the response to Wang's no problem. .But it can not cross the public's "feelings off", grasp the scale of problems. .In this sensitive time earthquake disaster, disaster relief of all parties in the context of enthusiasm, Wang threw out the "normal state of disaster", "right theory", "limit of 10 yuan" and "the burden of charity", such a statement .Clearly the public emotionally unacceptable. .</ P> <P> a public opinion that, while China Vanke affected in this crisis, but does not prevent long-term development strategy. .With public relations and brand image with the Government's advantage, Vanke encountered winter not too long, it is their expertise. .</ P> <P> while branding agency, said that although the events on the long-term regional strategy Vanke will not be greatly affected. .But there is a law of the market, any company or brand image damage if their decline and social awareness, and then a strong government relations can not play a role. .</ P> <P> Vanke "donations door" mistakes in front, in front of the Chinese heavyweights should consider a problem, establish brand awareness, brand and make long-term business plan is just the beginning, and corporate social responsibility and public welfare .image of the building is necessary to maintain corporate image brand means. .</ P> </ p>.