网络时代知名企业的危机成因与公关策略研究.doc

【摘要】随着网络时代的到来，任何企业的企业管理，包括现今被人看重的企业危机管理都暴露在公共环境中，这也使得企业在处理危机时需要面对和考虑社会的舆论压力。 尤其是对于知名企业，由于其本身的特点，规模大，涉及的社会影响力大，所承担的社会责任也相应的增加，导致其在面对当今网络时代的公关危机，也显得更有研究价值和参考依据。因此，企业危机公关已经成为众多学者研究的热门领域。企业危机公关的精髓是在危机来临之前如何识别、防范危机的发生，危机来临时如何管理危机以及将危机转化为企业发展的机遇。本文尝试从实际案例的角度出发，以企业危机理论、危机公关理论和危机生命周期理论作为理论研究基础。全文的研究思路将围绕危机公关现状、危机公关问题及成因分析、危机公关处理流程及策略实施和效果等几个部分。通过初步的罗列了三个不同的公关类型事件，进行针对性的分析和探讨，从而归纳总结出对于网络时代背景下知名企业应对公关事件的处理的预防，并促使危机公关等相关理论得到更深层次的验证和推广。 

【关键词】  危机公关，网络时代，公关策略，知名企业

【Abstract】With the advent of the Internet age, any business enterprise management, today valued corporate crisis management are exposed in a public environment, which also makes the need to confront and deal with the crisis considering the social pressure of public opinion. Especially for well-known enterprises, due to its own characteristics, large-scale, involving social influence, social responsibility is also a corresponding increase, leading to its public relations crisis in the face of today's Internet age, a lot more research value and reference. Therefore, corporate public relations crisis has become a hot area of research for many scholars. The essence of corporate public relations crisis before the onset of the crisis, how to identify, prevent crises, crisis comes to how to manage the crisis and the crisis into opportunities for enterprise development. This paper attempts from the point of view of the actual case, the to corporate crisis theory, the theory of crisis public relations and crisis life cycle theory as the basis of the theoretical research. The full text of the research ideas will focus on public relations crisis situation, problems and causes of crisis public relations crisis public relations processes and strategy implementation and effects of several parts. The preliminary list of three different type of public relations event, targeted analysis and discussion, which summarizes the well-known enterprises in the context of the Internet age deal with public relations event for the treatment of prevention, and to promote public relations crisis theory deeper validation and promotion.

【Key Words】   Public relations crisis，Internet Age，Causes of the crisis，PR strategy

而现今以网络媒体、数字移动媒体为代表的新媒体使得受众和媒体之间的关系发生了根本性的改变。而企业在新媒体环境下所采取的危机公关方式以及所产生的效果也与以往有着巨大的差别。随着网络技术的飞速跃升、网民群体以几何级数的扩大、居民对网络信息的依赖程度加深，在网络媒体环境下，企业的危机策略在很大程度上决定了其生死存亡。

那么，作为知名企业，也就是人们常说的大企业，由于其受众面比较广，导致其影响范围也更广，在面对危机的时候所表现出来的企业现状也就格外具有研究的价值，不管是理论意义和实际的价值。对于大众来说，企业的产品质量总是危机的导火索。而本篇论文所探讨的不单单是质量门，以及市场竞争等更为深入而紧贴实际的原因。通过对代表性案例的分析，去探究危机的成因，以及二十一世纪大背景下的最大产物网络舆论所带来的影响。因此，我坚持从原因入手，去探讨和总结过程，才能提出更有建设性的意见和措施。