企业应对可辩解产品伤害危机时的策略研究

发布时间：2018-04-03 04:04

本文选题：可辩解产品伤害危机　切入点：应对策略　出处：《南京师范大学》2014年硕士论文

【摘要】：近年来,产品伤害危机事件时有发生,而其中很大一部分是可辩解的产品伤害危机。在面对可辩解产品伤害危机事件时,企业采取何种策略才能最大程度上维持消费者的购买意愿?本文基于这一问题展开了相关的研究。本文从维持消费者购买意愿的角度出发,对不同情境下可辩解产品伤害危机策略效果进行分析。为了深入地研究这一问题,本文在确定研究内容后,首先对该问题的背景作相关叙述,接着简要地梳理了国内外学者在产品伤害危机领域的研究情况。在此基础上,本文以企业的应对策略为自变量(辩解策略、缄默策略和和解策略),消费者角购买意愿为因变量,危机的严重性和危机的群发属性作为调节变量,并提出相关假设。本文共提出了6个假设,发放了420份问卷,其中有效问卷372份。采用了SPSS18.0对问卷数据进行了统计学分析,包括描述性统计分析、因子分析和一阶方差分析等。通过分析,6个假设都得到了完全证明或部分证明。实验结果表明：企业在应对不同情境下的可辩解产品伤害危机时,并不存在一个普适的应对策略,不同情境下不同的应对策略效果会有着很大的不同。就维持消费者购买意愿角度而言,缄默的策略肯定不会是最优的策略。企业在应对严重且单发的危机时辩解的策略是最有效的。危机的严重性和群发属性对企业策略选择的效果存在调节作用。随着危机的严重性减弱,辩解策略的效果越差而和解策略的效果越优；同样,随着群发属性的增加,辩解策略的效果越差而和解策略的效果越优。本文也间接证明了危机严重性的调节作用强于危机群发属性的调节作用。与以往研究相比,本文的创新点在于证明了企业应对可辩解产品伤害危机时并不存在一个普适的策略。危机的严重性和群发属性会对应对策略的效果产生影响。根据研究得出的结论,本文为企业应对可辩解产品伤害危机提供了一个新的思路,建议企业在处理危机事件的时候结合危机的严重性和危机的群发属性,做出相应的应对策略选择。
[Abstract]:In recent years, product injury crisis has occurred from time to time, and a large part of it is a product injury crisis that can be justified.In the face of a crisis of justifiable product injury, what strategies can companies adopt to maximize consumer willingness to buy?Based on this problem, this paper carries out related research.From the point of view of maintaining consumers' willingness to buy, this paper analyzes the effects of crisis strategies in defensible products under different circumstances.In order to study this problem deeply, this paper firstly narrates the background of the problem, and then briefly combs the research situation of domestic and foreign scholars in the field of product injury crisis.On this basis, this paper takes the enterprise's coping strategy as the independent variable (defense strategy, silence strategy and settlement strategy), consumer desire to buy as dependent variable, the severity of the crisis and the crisis attributes as adjustment variables.And put forward related hypotheses.In this paper, we put forward 6 hypotheses and issued 420 questionnaires, of which 372 were valid.SPSS18.0 was used to analyze the questionnaire data, including descriptive statistical analysis, factor analysis and first order ANOVA.Through analysis, all the six hypotheses are fully proved or partially proved.The experimental results show that there is no universal coping strategy when enterprises deal with the crisis of defensible product injury in different situations, and the effects of different coping strategies will be very different in different situations.In terms of maintaining consumers' willingness to buy, silence is certainly not the best strategy.A firm's strategy to defend itself against a serious and isolated crisis is the most effective.The severity of the crisis and the attributes of group hair have a moderating effect on the choice of enterprise strategy.As the severity of the crisis weakens, the worse the effect of the defense strategy is, the better the effect of the settlement strategy is; similarly, the worse the effect of the defense strategy is, the better the effect of the reconciliation strategy is with the increase of the attributes of the group hair.This paper also indirectly proves that the regulatory effect of crisis severity is stronger than that of crisis group.Compared with the previous studies, the innovation of this paper is to prove that there is no universal strategy for enterprises to deal with the crisis of injury of defensible products.The severity of the crisis and the nature of mass hair will have an impact on the effectiveness of response strategies.According to the conclusions of the study, this paper provides a new way for enterprises to deal with the crisis of defensible products, and suggests that enterprises should combine the severity of the crisis and the attributes of the crisis when dealing with the crisis.Make the corresponding strategy choice.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.3;F416.6

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