移动互联网时代下企业危机公关应对策略研究

发布时间：2018-06-06 02:30

  本文选题：移动互联网 + 信息传播　； 参考：《对外经济贸易大学》2017年硕士论文

【摘要】：随着信息技术的不断升级,移动互联网时代已经不期而至。移动互联网的时兴和普及,逐渐在各个领域改变着人们的生活、娱乐、消费及信息接收的方式等。尤其是随之而来的微博、微信等移动社交产品的风靡,使信息传播环境发生了巨大的变化。信息传播环境的越发复杂,会从很大程度上增加企业发生危机事件的可能性,也同时会增加企业处理危机的难度,给企业带来的危害也可能会更加严重。那么,企业如何应对新的信息环境带来的挑战,找到更好的危机公关策略,尽可能地降低危机事件对企业造成的损失,更好地维护企业的品牌形象,保证企业良好持续发展,这就成为一个重要的研究课题。本文在移动互联网时代的背景下,旨在为现代企业探索参考价值较高的危机公关应对策略,并为危机公关领域的学术研究提供新的内容和思路。具体来讲,首先在绪论的部分,阐释了选题的意义、国内外研究现状。接着在第二章中阐述了危机公关概念、处理原则等基本理论。第三章中提出了移动互联网时代的到来给企业危机公关带来的挑战,接着为了提高论文的实用性,第四章对移动互联网时代下危机公关的一个典型案例进行了剖析,在此基础上最终在第五章中得出移动互联网时代下企业危机公关的应对策略。最后对本研究进行了总结。
[Abstract]:With the continuous upgrading of information technology, the era of mobile Internet has come unexpectedly. With the popularity and popularity of mobile Internet, people's life, entertainment, consumption and the way of receiving information are gradually changed in various fields. Especially, the popularity of mobile social products such as Weibo and WeChat has changed the environment of information dissemination. The increasingly complex information communication environment will greatly increase the possibility of enterprise crisis events, but also increase the difficulty for enterprises to deal with the crisis, the harm to enterprises may also be more serious. Then, how can enterprises cope with the challenges brought by the new information environment, find better crisis public relations strategies, reduce the losses caused by the crisis events as far as possible, better maintain the brand image of the enterprises, and ensure the good and sustainable development of the enterprises? This has become an important research topic. Under the background of the era of mobile Internet, this paper aims to explore the crisis public relations coping strategies with high reference value for modern enterprises, and to provide new contents and ideas for the academic research in crisis public relations field. Specifically, in the first part of the introduction, the significance of the topic, domestic and foreign research status. Then in the second chapter, the concept of crisis public relations, handling principles and other basic theories are expounded. The third chapter puts forward the challenges to corporate crisis public relations brought by the advent of the mobile Internet era, and then in order to improve the practicability of the paper, the fourth chapter analyzes a typical case of crisis public relations in the mobile Internet era. On this basis, finally in the fifth chapter to come to the mobile Internet era corporate crisis public relations strategy. Finally, the research is summarized.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.3
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本文编号：1984634