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浅谈企业危机管理
以三鹿公关活动为例分析
【摘 要】
随着信息化时代的到来,市场竞争日益加剧,现代企业面临的内部和外部环境
的复杂性和不稳定性也愈加凸显。无论是拥有百年历史
,享誉世界,规模庞大的跨
国公司
,还是那些默默无闻,赚取小额利润的中小企业,都不可避免的面临着危机。
“
”
“
”
四年前,安徽阜阳 大头娃娃 事件中,曾一度被错误选入黑名单的 三鹿
集团,经过成功的危机公关为自己正了名。而四年后,这个中国奶粉的龙头老大
“
”
却没能再次在危机公关中胜出。采用个案分析的方法,针对三鹿奶粉 结石门 事
件,分析其产生原因及其根源,并用
5S 原则分析其危机公关的失误点及正确
处理的策略,并给我国企业带来的启示。并以此为例,对食品企业危机公关的重
要性进行分析总结。
关键词:
“
”
三鹿奶粉 结石门 事件;危机公关;食品企业重要性
Abstract:
With the coming of the information age, the market
growing competition, the modern enterprise face internal and
external environment of the complexity and stability also more
prominence. Whether with over one hundred years' history, famous
in the world, the size of the multinat company, or in the quiet,
earning a small profit of small and medium-sized enterprises, are
inevitable facing crisis.
Four years ago, anhui province, fuyang "big head doll" incident,
once be wrong of the blacklist selected "SanLu" group, after
successful crisis public relations for himself the name is. And four
years later, the Chinese leader in milk powder but could not again in
crisis public relations winner. The case analysis method, in view of
the SanLu milk powder "stone door" event, the paper analyzes the
cause and its roots, and 5 S principle analysis.
Key words: "Carry-Shek Mun Kap Sanlu Group milk powder
incident " importance; crisis PR; food enterprises
目录
3.3.1 从三鹿危机公关角度分析存在的问题..................................................................................4
3.3.2 从危机公关原则角度分析存在的问题..................................................................................6