企业形象危机管理能力体系研究

发布时间：2018-12-29 17:08

【摘要】：近年来,企业频频爆发形象危机,甚至连向德国大众这样的大型跨国企业也不能幸免,本文将在阐述企业形象危机管理基础理论的基础上,分析大众“排气门”危机,从中揭示了企业形象危机管理的一般规律,剖析当前国内企业形象危机管理存在的问题,构建企业形象危机管理能力体系,并引入治理理论,设计企业形象危机修复网状运行结构及策略。本文第一章主要阐述了本文的研究背景、国内外研究综述、研究内容、研究方法与创新点及研究意义。本文第二章论述了企业危机、企业危机管理的概念以及企业形象危机的内涵、特征与分类,并介绍了企业危机管理与企业形象危机管理的相关理论。文章第三章主要分析了当前国内企业形象危机管理存在的五大主要问题,以说明企业形象危机管理能力体系建设的重要性。文章第四章阐述了以决策力、反应力、公关力、恢复力为核心,以预警系统、文化系统、资源保障系统为支持保障的企业形象危机管理能力体系。文章第五章通过引入治理理论,设计了企业形象危机修复网状运行结构,并提出了企业形象危机修复策略。文章第六章运用所构建的企业形象危机管理能力体系对大众“排气门”事件进行分析,验证企业形象危机管理能力体系的可行性。文章最后一部分对本文的内容进行总结,并指出了文章的局限性和研究展望。
[Abstract]:In recent years, corporate image crisis has frequently broken out, even large multinational enterprises such as German Volkswagen have not been spared. This paper will analyze the VW "exhaust door" crisis on the basis of explaining the basic theory of corporate image crisis management. This paper reveals the general law of corporate image crisis management, analyzes the problems existing in the current domestic corporate image crisis management, constructs the enterprise image crisis management ability system, and introduces the governance theory. Design corporate image crisis repair network operation structure and strategy. The first chapter of this paper mainly describes the research background, domestic and foreign research review, research content, research methods and innovation points and research significance. The second chapter discusses the concept of enterprise crisis, enterprise crisis management, the connotation, characteristics and classification of corporate image crisis, and introduces the related theories of enterprise crisis management and corporate image crisis management. The third chapter mainly analyzes the five main problems existing in the crisis management of corporate image in China, in order to explain the importance of building the ability system of corporate image crisis management. In the fourth chapter, the enterprise image crisis management ability system, which is based on decision-making, reaction, public relations and resilience, is described, which is supported by early warning system, cultural system and resource guarantee system. In the fifth chapter, by introducing governance theory, the network structure of corporate image crisis repair is designed, and the strategy of corporate image crisis repair is put forward. The sixth chapter analyzes the public "exhaust door" event by using the enterprise image crisis management ability system, and verifies the feasibility of the enterprise image crisis management ability system. The last part of the article summarizes the content of this paper, and points out the limitations of the article and research prospects.
【学位授予单位】：阜阳师范学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.3;F279.2

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