the product-harm crisis management affects consumers' purchasing behavior,it is important for enterprise to evaluate the effect and understand the evolution.Most of the existing researches hypothesis that all consumers have the non-differential purchasing behavior;it is unacceptable for diverse personality in real marketing field.The paper segments the customers by the difference of brand and consumers' decision on the base of Engle's model,evaluates and analyzes the affect of product-harm crisis to the relation between brand reputation and brand loyalty.