QM乳业有限公司危机公关能力提升策略研究

发布时间：2018-05-25 03:35

本文选题：QM乳业 + 危机公关　；参考：《宁夏大学》2013年硕士论文

【摘要】：随着我国民众生活水平的不断提高,人们对饮食的标准早已从“吃饱”过渡到“吃好”,乳制品逐渐摆上了寻常百姓们的餐桌,从奢侈品变为消费者的生活必需品。但层出不穷的乳制品安全事故一次又一次打击着民众脆弱的神经,也严重影响了我国乳制品行业的健康发展。面对乳制品质量安全危机,企业应该采取哪些危机公关策略呢? 针对这一问题,本文以QM乳业有限公司为例展开研究,首先汇总了与危机公关有关的理论文献,接着对伽乳业两次危机公关的应对情况进行实证分析,然后再与同行业企业危机公关应对能力进行对比,明确了QM乳业的现实危机公关能力以及目前存在的缺陷。最后,本文从提升QM乳业危机公关能力的角度进行研究,结合乳制品行业危机事件的特点,按照事件发展的纵向顺序,提出了构建企业危机预警系统、危机公关策略实施和危机后期企业反馈变革三方面适合QM乳业的危机公关能力提升策略。虽然乳制品行业企业有一定的共性,但适合每个企业的危机公关应对策略却各不相同,企业应该结合自身实际情况,在危机事件的应对过程中不断总结经验,找到适合自己的危机公关应对策略。笔者希望通过本研究,为整个乳制品行业企业危机公关应对能力的提升提供理论和实证参考。
[Abstract]:With the continuous improvement of the living standard of the people in our country, the standard of people's diet has already changed from "eat full" to "eat good". Dairy products gradually put the table of ordinary people, from luxury goods to consumer's necessities. This has seriously affected the healthy development of China's dairy industry. What crisis public relations strategies should enterprises adopt in the face of the quality and safety crisis of dairy products?
In order to solve this problem, this paper takes QM Dairy Co., Ltd. as an example, first summarizes the theoretical literature related to crisis public relations, and then makes an empirical analysis on the response of the two crisis public relations in gala, and then compares it with the business crisis public relations ability in the same industry, and makes clear the real crisis public relations ability of the QM dairy industry. In the end, from the perspective of improving the crisis public relations ability of QM dairy industry, and combining the characteristics of the dairy industry crisis events and according to the longitudinal order of the event development, this paper puts forward the construction of the enterprise crisis early warning system, the implementation of the crisis public relations strategy and the feedback change of the enterprise in the later period of danger, which are suitable for the QM dairy industry in three aspects. Although the dairy industry enterprises have some common characteristics, the crisis public relations coping strategies for each enterprise are different. Enterprises should combine their own actual situation, sum up their experience in the process of crisis events, and find the appropriate strategies for their own crisis public relations. The study will provide theoretical and empirical reference for improving the coping ability of enterprises in the dairy industry.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.82

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