网络时代企业品牌危机新论

发布时间：2018-04-24 08:25

本文选题：品牌 + 网络媒介　；参考：《苏州大学》2008年硕士论文

【摘要】： 在中外著名企业的经营历程中,大都遭遇过品牌危机的侵袭。然而,同样是遭受品牌危机,有的企业从此一蹶不振,再没有翻身的机会,而有的企业则逆流而上克服危机从而做大做强。我们的时代是一个科技大进步和信息大爆炸的时代,今天的企业界,在欣喜于科技进步和信息爆炸所带来的种种便利和商机的同时,也不得不面临更多的挑战。新媒介的出现——尤其是网络,使企业的品牌经营处在一个几乎透明的时代里,信息充分披露并在全球范围内迅速传播,企业品牌危机不再像过去,仅为少数人所知,这一切使得企业一点点小的失误都会酿成轩然大波。但是,比较遗憾的是,目前大多数的企业,对网络等新媒介给品牌带来的推广力认识有余,对同时会面临的危机却了解不足。随着消费者“上帝意识”的加强和消费观的日趋理性,消费者对品牌及企业社会责任的期望值越来越高,这意味着企业一旦发生品牌危机,人们希望企业能就出现的事故,正在以及将采取哪些具体的补救措施等问题给予尽快且准确的解释。若一个企业不能就其发生的品牌危机与公众进行有效的沟通,不能告诉社会它面对灾难局面正在采取什么措施,不能很好地表现它对所发生事故的负责态度,不能将“始终把消费者和社会公众的利益放在首位”的信息准确无误地传达给消费者,那么,在如今消费者逐渐掌握话语权的网络时代下,这样的举动会给品牌甚至整个企业的信誉带来致命的损害。因此,正是在这种背景下,企业的品牌维护——从品牌危机预警防范到危机后重振的全部管理活动过程——已成为摆在企业经营者面前崭新且十分重要的新课题,本论文目的就是想唤起理论界和实务界对该问题的重视,并对此领域进行探讨。本文通过对网络媒体的特点分析、主要传播途径、传播环境的变化等方面进行研究,对网络环境下企业品牌危机的成因进行了比较深入系统的分析,并就如何提高企业自身网络把关和修复能力、减少网络负面影响的命题提出了比较具体的应对措施。本文着重于理论与实际结合,针对性强,对网络时代下企业品牌的危机管理具有较强指导意义。
[Abstract]:In the business process of famous Chinese and foreign enterprises, most of them have been attacked by brand crisis. However, the same is the brand crisis, some enterprises never recovered, no chance to turn over, and some enterprises to overcome the crisis against the current and become bigger and stronger. Our era is an era of great progress in science and technology and a great explosion of information. Today's business circles are delighted with the convenience and business opportunities brought by the technological progress and the information explosion, but they also have to face more challenges at the same time. The emergence of new media, especially the Internet, makes the brand management of enterprises in an almost transparent era, with the full disclosure of information and the rapid spread of information around the world. The corporate brand crisis is no longer known to a small number of people, as in the past. All this makes the enterprise a little bit of a small error will cause a huge uproar. However, it is a pity that at present, most enterprises know more about the promotion power brought to brand by new media such as network, but they do not know enough about the crisis that will be faced at the same time. With the strengthening of consumers'"God consciousness" and the increasing rationality of consumption view, consumers' expectations of brand and corporate social responsibility are increasing, which means that once a brand crisis occurs in an enterprise, people hope that an accident will occur in the enterprise. What specific remedial measures are being and will be taken are explained as quickly and accurately as possible. If an enterprise cannot communicate effectively with the public about its brand crisis, it cannot tell the society what measures it is taking in the face of the disaster situation, and it cannot show its responsible attitude towards the accident. The information of "always putting the interests of consumers and the public first" cannot be accurately conveyed to consumers. Such a move will bring fatal damage to the brand and even to the credibility of the entire enterprise. Therefore, it is against this background that brand maintenance, from brand crisis prevention to post-crisis revival of all management activities, has become a new and very important subject for business operators. The purpose of this paper is to arouse the attention of theorists and practitioners and to discuss this field. Through the analysis of the characteristics of network media, the main ways of communication and the change of communication environment, this paper makes a deep and systematic analysis of the causes of corporate brand crisis under the network environment. It also puts forward some concrete countermeasures on how to improve the ability of the enterprises to check and repair the network and reduce the negative influence of the network. This paper focuses on the combination of theory and practice, and has strong pertinence, which has a strong guiding significance for the crisis management of enterprise brand in the era of network.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】