社交新媒体时代中国乳品企业危机传播研究
发布时间：2018-11-25 20:10
【摘要】：社交新媒体的发展对企业危机传播管理的模式产生了巨大影响。传统媒体时期危机传播的主要渠道是机构媒介,重要的是维护好与媒介机构的关系,而社交新媒体时期,渠道是开放的,社会上每个人均可在社交新媒体上进行意见表达,这也为企业在社交新媒体时期开展危机传播管理带来了新的问题和挑战。中国乳品企业作为社会关注度较高的行业,危机事件比较突出,在此环境下,分析研究中国乳品企业危机传播管理具有较强的参考意义。基于此,笔者以中国乳品企业为切入点,进行社交新媒体危机传播管理研究,本文通过对传统媒体时期、社交新媒体时期乳业危机传播管理案例进行剖析,发现在社交新媒体时期,中国乳品企业在危机传播管理中存在许多问题,如容易滋生谣言、定位不清以及缺乏整体战略规划等问题,并总结出了一些应对危机传播管理的策略和方法,如充分发挥社交新媒体的社会沟通功能,通过社交新媒体与社会公众加强感情联络,及开展公益活动等,以此来提升中国乳品企业在社交新媒体时期的危机传播管理水平,并为中国企业的危机传播管理和社会公共关系维护提供参考和借鉴。
[Abstract]:The development of new social media has a great impact on the mode of corporate crisis communication management. The main channel of crisis communication in the traditional media period is the institutional media. It is important to maintain good relations with the media organizations. In the new social media period, the channels are open, and everyone in society can express their opinions on the new social media. This also brings new problems and challenges for enterprises to carry out crisis communication management in the period of new social media. As the industry with high social concern, the crisis events of Chinese dairy enterprises are more prominent. Under this environment, it is of great significance to analyze and study the crisis communication management of Chinese dairy enterprises. Based on this, the author takes the Chinese dairy enterprises as the breakthrough point, carries on the social new media crisis dissemination management research, through the traditional media period, the social new media period dairy industry crisis dissemination management case analysis, the article carries on the analysis to the traditional media period, the social new media period dairy industry crisis dissemination management case, It is found that in the period of new social media, there are many problems in the crisis communication management of Chinese dairy enterprises, such as easy to breed rumors, unclear positioning and lack of overall strategic planning, etc. And summarizes some strategies and methods of crisis communication management, such as giving full play to the social communication function of new social media, strengthening emotional contact with the public through new social media, and carrying out public welfare activities, etc. In order to improve the crisis communication management level of Chinese dairy enterprises in the new social media period, and provide reference and reference for the crisis communication management and social public relations maintenance of Chinese enterprises.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;G206
本文编号：2357250
[Abstract]:The development of new social media has a great impact on the mode of corporate crisis communication management. The main channel of crisis communication in the traditional media period is the institutional media. It is important to maintain good relations with the media organizations. In the new social media period, the channels are open, and everyone in society can express their opinions on the new social media. This also brings new problems and challenges for enterprises to carry out crisis communication management in the period of new social media. As the industry with high social concern, the crisis events of Chinese dairy enterprises are more prominent. Under this environment, it is of great significance to analyze and study the crisis communication management of Chinese dairy enterprises. Based on this, the author takes the Chinese dairy enterprises as the breakthrough point, carries on the social new media crisis dissemination management research, through the traditional media period, the social new media period dairy industry crisis dissemination management case analysis, the article carries on the analysis to the traditional media period, the social new media period dairy industry crisis dissemination management case, It is found that in the period of new social media, there are many problems in the crisis communication management of Chinese dairy enterprises, such as easy to breed rumors, unclear positioning and lack of overall strategic planning, etc. And summarizes some strategies and methods of crisis communication management, such as giving full play to the social communication function of new social media, strengthening emotional contact with the public through new social media, and carrying out public welfare activities, etc. In order to improve the crisis communication management level of Chinese dairy enterprises in the new social media period, and provide reference and reference for the crisis communication management and social public relations maintenance of Chinese enterprises.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;G206
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