网络环境下的品牌危机传播研究

发布时间：2018-05-14 17:56

本文选题：品牌危机 + 认知冲突　；参考：《华中科技大学》2008年硕士论文

【摘要】： 互联网为企业的发展提供巨大的便利和广阔的空间,但复杂的网络环境同时也成为品牌危机滋生的温床,网络中存在的各种不确定因素使品牌危机的发生率上升,影响范围不断扩大。如何把握网络环境下品牌危机传播的特性,并进行有效的危机管理,成为企业和学界都十分关注的课题。在分析品牌危机时,除分析危机的一般特性,还应关注媒介环境和公众的情绪。公众和企业的认知冲突导致品牌危机发生。文中利用透镜模式解释认知冲突如何产生,进而演化为品牌危机。如果要很好地解决品牌危机,企业还需要准确了解公众对品牌危机的归因,根据公众的归因做出回应,因此引入归因理论分析品牌危机的成因。网络环境与传统的媒介环境相比具有许多新特性,因而在网络环境中品牌危机的传播也呈现出新特点。本文将借助复杂性理论对互联网环境做出分析,使本文对网络环境的研究更具科学性和逻辑性。从复杂科学的角度去看,网络世界并非毫无规律可循,而是在无序中潜藏着有序。而这些“有序”的因素正是网络环境中品牌危机传播的新特性产生的基础和危机管理的依据。在分别分析了品牌危机和网络环境之后,作者将结合二者,对网络环境下品牌危机传播的特点做出分析和推断,重点是提炼不同于传统媒介环境的特点。之后找出网络中存在的“有序”,绘出网络危机信息管理系统和网络谣言传播系统,结合前文理论,提出网络环境下品牌危机管理的建议。
[Abstract]:The Internet provides enormous convenience and broad space for the development of enterprises, but the complex network environment also becomes the breeding ground of brand crisis, and the occurrence rate of brand crisis is increased by various uncertain factors existing in the network. The scope of influence is constantly expanding. How to grasp the characteristics of brand crisis communication under the network environment, and how to carry out effective crisis management, has become a topic of great concern for enterprises and scholars. In the analysis of brand crisis, we should pay attention to the media environment and public sentiment in addition to the general characteristics of the crisis. The cognitive conflict between the public and enterprises leads to brand crisis. In this paper, the lens model is used to explain how cognitive conflict arises and then evolves into brand crisis. If we want to solve the brand crisis well, enterprises also need to understand the attribution of the brand crisis accurately and respond according to the attribution of the public, so the attribution theory is introduced to analyze the causes of the brand crisis. Compared with the traditional media environment, the network environment has many new characteristics, so the spread of brand crisis in the network environment also presents new characteristics. In this paper, the complexity theory is used to analyze the Internet environment, which makes the research of the network environment more scientific and logical. From the point of view of complex science, the network world is not irregular, but hidden in disorder. These "orderly" factors are the basis of brand crisis communication and crisis management in network environment. After analyzing the brand crisis and the network environment, the author will analyze and infer the characteristics of the brand crisis communication under the network environment, focusing on refining the characteristics different from the traditional media environment. Then we find out the "order" existing in the network, draw the network crisis information management system and the network rumor dissemination system, combined with the previous theory, put forward the suggestions of brand crisis management under the network environment.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G206

【引证文献】