企业危机公关对品牌关系再续意愿的影响

发布时间：2018-03-27 05:19

本文选题：品牌危机　切入点：危机传播　出处：《企业经济》2017年09期

【摘要】：企业危机公关的失败,更多的是其危机公关传播的失败。对于置身危机漩涡中的企业而言,将自身利益、公众利益和传媒的公信力协调一致,在最短的时间内,以最恰当的渠道传播给公众真实、客观的情况,挽回企业品牌的信誉,将企业损失降至最低是危机公关的原则。但是,目前大多数企业在遭遇品牌危机时,其解决方法还是不够理想的。因此,本文运用SPSS20.0和Lisrel8.7这2个统计分析软件对数据进行验证性因子分析和结构方程模型分析,从品牌危机的阶段与类型、品牌危机传播管理的操作方法及品牌危机传播管理需注意的问题与建议等方面,探究企业应对方式对品牌关系再续意愿的影响,为企业的恢复决策提供可操作性的指导。
[Abstract]:The failure of corporate crisis public relations is more the failure of its crisis public relations communication. For enterprises in crisis whirlpool, they should coordinate their own interests, public interests and the credibility of the media in the shortest possible time. It is the principle of crisis public relations to spread the truth and objective information to the public through the most appropriate channels, to restore the reputation of the enterprise brand and to minimize the loss of the enterprise. However, when most enterprises are experiencing brand crisis, Therefore, this paper uses two statistical analysis software, SPSS20.0 and Lisrel8.7, to analyze the data by confirmatory factor analysis and structural equation model analysis, from the stage and type of brand crisis. The operation method of brand crisis communication management and the problems and suggestions that should be paid attention to in brand crisis communication management are discussed in order to explore the influence of enterprise coping style on the willingness to renew brand relationship so as to provide operational guidance for enterprise recovery decision.
【作者单位】：浙江农林大学暨阳学院;
【基金】：浙江省自然科学基金资助项目“可辩解型产品伤害危机应对策略及对品牌资产的影响机制研究”(项目编号:LQ14G020018) 浙江农林大学暨阳学院文化创意研究中心课题“大唐袜业品牌价值评估研究”(项目编号:16-1702)
【分类号】：F273.2

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