Research on brand crisis identify index model based on cluster analysis

  • Xiong Wenjun
  • Qi Erna


Big data mining and analysis based on computer technology provides a unique perspective for researching on enterprise’s brand crisis. All kinds of enterprise’s information are included in the visual field of observation through complete sample thought of the big data. Based on data processing and correlation analysis of information, we can find crisis information and predict the development trend of the crisis, so that the brand crisis can be suppressed and treated accordingly in the incubation period. Taking data analysis as the knowledge background, the paper researches the brand crisis factors and discusses the present appearance of brand crisis on the big data. Then constructs the brand crisis identify index system and identify model by cluster analysis and classification analysis and other methods and presents the results by clustering visualization, to provide intellectual support for the brand crisis management of the enterprise.


Brand crisis Cluster analysis Data analysis 


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© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  1. 1.School of Art & Communication of Wuhan Polytechnic UniversityWuhanChina
  2. 2.School of Management of Huazhong University of Science and TechnologyWuhanChina

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