产品召回危机的应对策略研究

发布时间：2018-01-30 06:45

本文关键词： 产品召回市场反应溢出效应应对策略　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：根据国家质检总局的通报,我国产品召回数量记录逐年刷新,消费者权益得到了维护,但身处其中的企业却损失颇重。面临此种危机,作为面临危机的主体,危机企业采取何种产品召回策略,竞争对手如何应对产品召回负向溢出效应,甚至争取正向溢出效应,成为企业关注的重点。基于此,本文进行产品召回危机下行业内企业的应对策略研究。主要工作和成果如下:(1)分析国内外研究现状,构建概念模型。本文在分析产品召回危机市场背景以及研究现状的基础上,明确了我国产品召回市场反应实证研究较少,产品召回溢出效应应对策略分类差异较大的问题。根据主体不同,将产品召回危机应对策略研究分为危机企业应对策略和竞争对手应对策略两个部分,结合现实案例确定了本研究应对策略分类,构建了概念模型。(2)危机企业应对策略研究。采用事件研究法选取我国近十年证券市场产品召回企业作为样本,通过分析事件前后企业异常报酬率进行研究,得出结论:产品召回具有行业差异性,主动召回策略能够有效降低股价负走势,且产品召回对竞争对手的市场价值产生溢出效应。(3)竞争对手应对策略研究。采用实验法分别从沟通和营销两类策略进行分析,得出结论:沟通策略中攻击策略表现出最优的缓解作用,但是随着危机程度降低,攻击策略效果均值逐渐向否认策略效应靠近。营销策略中价格和广告策略都会产生正向溢出,但是随着危机程度升高,价格策略的正向溢出效应越来越弱。(4)根据实证研究,提出行业内企业应对策略建议。鼓励危机企业采取积极主动的召回策略,提升品牌地位及产品质量。竞争对手在缓解消费者情绪方面优先采取攻击策略,其次是否认策略。在营销策略方面,危机严重程度高时优先选择广告策略。本文为分析现实市场中的产品召回危机现象提供了理论支撑,可为企业在面对产品召回危机和预防其负向溢出效应时做出最优调整策略提供参考和建议。
[Abstract]:According to the report of the State Administration of quality Supervision and Quarantine, the number of product recalls in China has been refreshed year by year, and the rights and interests of consumers have been maintained, but the enterprises in it have suffered heavy losses. In the face of this kind of crisis, they are the main body facing the crisis. What kind of product recall strategy is adopted by crisis enterprises, how competitors deal with the negative spillover effect of product recall, or even strive for positive spillover effect, becomes the focus of enterprises' attention. The main work and results are as follows: 1) analyze the current situation of domestic and international research. Based on the analysis of the market background and current research situation of product recall crisis, this paper makes clear that there are few empirical studies on the market response of product recall in China. According to the different subjects, the research on product recall crisis strategy is divided into two parts: crisis enterprise coping strategy and competitor coping strategy. Combined with practical cases, this paper determines the classification of coping strategies in this study, constructs a conceptual model. 2) the crisis enterprise coping strategy research. The event study method is used to select the product recall enterprises in the stock market of our country in the past ten years as the sample. By analyzing the abnormal rate of return before and after the event, it is concluded that the product recall has industry differences, and the active recall strategy can effectively reduce the negative trend of stock price. And product recall has spillover effect on the market value of competitors. The conclusion is that the attack strategy in the communication strategy shows the best mitigation effect, but with the decrease of the crisis degree. The average value of the attack strategy effect is approaching to the denial strategy effect. Both the price and the advertising strategy in the marketing strategy will produce positive spillover, but with the increase of the crisis degree. The positive spillover effect of price strategy is becoming weaker and weaker. (4) according to the empirical research, the paper puts forward some suggestions on the countermeasures of enterprises in the industry, and encourages crisis enterprises to take active recall strategy. Improve brand status and product quality. Competitors in the relief of consumer sentiment priority to take attack strategy, followed by denial strategy, in the marketing strategy. This paper provides theoretical support for analyzing the phenomenon of product recall crisis in the real market. It can provide references and suggestions for enterprises to make optimal adjustment strategies in the face of product recall crisis and to prevent negative spillover effects.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F203;F832.51

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