惠普公司危机公关策略研究

发布时间：2018-01-03 22:21

本文关键词：惠普公司危机公关策略研究　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的深入发展，信息传递和媒体的介入，使企业的发展进程时刻受到公众的关注，可以说，企业似置于真空中一般，其行为、举措、决策都受到公众的监督。因此，企业必须注重发展和完善，不断提升自己的产品，并将品牌做大做强，避免发生危机事件。危机作为在今日社会不可回避的话题，真实的存在于企业发展的进程之中，可以说，对危机的研究实则是对企业发展的研究。危机公关在市场营销中占有重要地位，当企业有突发事件或重大事故发生时，会面临较大舆论压力，企业形象将收到严重损害，企业的公共关系会处于危机状态，企业在公关过程中如果不能处理好危机，对企业发展来说将是很大的阻碍，而无论是哪一家企业都会遇到公关危机，因此本文首先介绍了危机、危机公关以及危机公关的策略，从基本概念的解释和剖析方面展开本文的研究工作，之后从危机公关的特点方面介绍，旨在通过分析危机公关的特点，，便于理解危机公关策略的应用和现实意义；再后介绍了危机公关的原则，通过了解危机公关的原则，在现实应用方面足以参考；危机公关程序及预案制定是从理论角度看，最后一个理论内容，通过对此方面的研究，对后文中惠普公司如何开展危机公关做出了理论铺垫；危机公关策略选择则通过介绍几种危机公关策略来诠释企业进行危机公关时可以采用的策略及注意事项；之后对惠普公司及几次危机公关简介，对惠普有了一定的认识和看法，对几次危机公关的策略运用进行分析和深入解析，总结经验教训，最重要的一个部分在于对业界和其他行业企业危机公关的潜移默化的影响以及启示作用。
[Abstract]:With the development of market economy, the transmission of information and media, the process of enterprise development by the time of the attention of the public, it can be said that companies like in a vacuum in general, its behavior, measures, decisions are subject to public supervision. Therefore, enterprises must pay attention to the development and improvement, continuously improve their products, and the brand bigger and stronger, to avoid the occurrence of crisis. The crisis in today's society as an unavoidable topic, real existence in the process of enterprise development, it can be said that the study on crisis is actually the research on the development of the enterprise.
Public relations crisis plays an important role in marketing, when companies have emergencies or major accidents occur, will face greater pressure of public opinion, the corporate image will receive serious damage to public relations, enterprises will be in a state of crisis, enterprises in the public relations process if you can't deal with the crisis, will be the great obstacle to enterprise development. Regardless of which enterprises will meet the public relations crisis, this article introduces the crisis, crisis and crisis public relations strategy, carried out the research work of this paper from the basic concept of interpretation and analysis, from the characteristics of public relations crisis introduced, aimed at through the analysis of the characteristics of public relations crisis, to understand the application of crisis public relations strategies and practical significance; then introduces the principles of crisis public relations, through the understanding of the principles of crisis public relations, to reference in practical applications; public crisis Close the program and plan is from a theoretical point of view, the last theory, through this research, the Hewlett-Packard Co in this paper how to carry out public relations crisis made the theoretical groundwork; crisis PR strategy selection by introducing several crisis PR strategy to explain the enterprise crisis public relations can be used when the strategies and the matters needing attention after; public relations for the Hewlett-Packard Co and several crises have views of some of HP, for several times of crisis public relations strategy analysis and in-depth analysis, summarize the experience and lessons, a most important part in public relations impact on the industry and other industries and enterprises in crisis and subtle inspiration.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F416.671

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