微时代下食品企业的危机公关及策略研究

发布时间：2018-06-13 02:23

本文选题：微时代 + 食品企业　；参考：《复旦大学》2014年硕士论文

【摘要】：2011年是无可争议的微博崛起年1,2011年底,全国的微博用户已经达到全国网民总数的一半以上,微博用户数量在一年内暴增近三倍2。标志着中国的社会化媒体发展已经全面进入“微时代”3。而截至2013年12月底,新浪微博平台的注册用户已经达到了5亿4,同比大幅增长74%,日活跃用户数达到4620万5。(数据来源：新浪微博数据中心)微时代如此迅猛的发展也促发了一系列让企业应接不暇的危机,如何应对微时代下的这些全新的风险与危机,成为当前传播人和企业管理者亟需深思的问题。而在众多的企业中,食品企业更因为其行业的敏感性和受关注程度,处于在各种危机的“风暴中心”,俨然已经成了网络危机的重灾区之一。纵观广泛的关于企业在网络时代的危机公关及管理的相关文献,目前国内大部分研究主要着眼于“危机公关”理论或实践对策的泛泛分析,或是针对微博在Web2.0时代下的传播规律和特点本身的深入探讨和研究。缺少结合微时代新的环境背景、新的传播特征下针对我国食品企业的危机管理现状的相关食品安全危机管理机制和对策的研究。所以,作为一篇理论和实证相结合的论述性文章,本论文对微时代食品企业危机进行了深入的研究。从微博平台新功能以及传播新特征抽丝剥茧、探讨微时代对食品企业危机的影响变化；选取了分别处于微时代初期和微时代盛期的两个经典食品企业危机案例作对比分析,分解个性和共性,总结经验教训,揭示出对当今食品企业处理危机的几点有意义的启示,并进一步提出中国食品企业在微博这个独特的环境背景下通过危机生命周期的不同阶段,迎接无处不在并实时更新的危机管理策略。从而整顿食品行业的口碑,广大消费者的信心,以及企业自身在微时代下,应对网络危机管理的综合能力。本文对微时代下食品企业危机管理研究具有较强的实用价值和推广意义。
[Abstract]:2011 was the year of the indisputable rise of Weibo. At the end of 2011, the number of Weibo users across the country has reached more than half of the total number of Internet users in the country, and the number of Weibo users has nearly tripled in a year. Marks China's social media development has entered the "micro era" 3. By the end of December 2013, the number of registered users on Sina's Weibo platform had reached 544, up 74% from a year earlier, with 46.2 million. 5% of daily active users. (data Source: Sina Weibo data Center) the rapid development of the micro-era has also prompted a series of crises that have overwhelmed enterprises, how to cope with these new risks and crises in the micro-era. Become the current propagator and enterprise managers urgent to ponder the problem. Among many enterprises, food enterprises are in the "storm center" of all kinds of crises because of the sensitivity and attention of their industries, which has become one of the worst disaster areas of the network crisis. Throughout the extensive literature on crisis public relations and management of enterprises in the network age, at present, most of the domestic studies mainly focus on the general analysis of the theory or practical countermeasures of "crisis public relations". Or the Weibo in the Web 2.0 era of the dissemination of laws and characteristics of the in-depth discussion and research. There is a lack of research on food safety crisis management mechanism and countermeasures based on the new environmental background of micro-era and the new communication characteristics in view of the current situation of crisis management of food enterprises in China. Therefore, as a theoretical and empirical argumentation, this paper makes an in-depth study on the crisis of micro-food enterprises. Based on the new function of Weibo platform and spreading new features, this paper discusses the influence of micro-era on the crisis of food enterprises, and selects two classic food enterprise crisis cases, which are in the early stage of micro-era and the peak period of micro-era, for comparative analysis. Breaking down individuality and commonness, summing up experience and lessons, revealing some meaningful enlightenment to the food enterprises to deal with the crisis, Furthermore, under the unique environment of Weibo, Chinese food enterprises meet the crisis management strategy which is ubiquitous and updated in real time through different stages of crisis life cycle. In order to rectify the reputation of the food industry, consumer confidence, and the enterprise itself in the micro-era, the comprehensive ability to deal with the network crisis management. This article has strong practical value and popularizing significance to the food enterprise crisis management research under the micro age.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;G206

【共引文献】