新媒体环境下企业危机管理

发布时间：2018-02-12 15:14

本文关键词： 企业新媒体环境危机管理沟通策略　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：在当今社会,危机无处不在,个人、企业甚至国家都有随时有面对危机的可能。以互联网和手机媒体为代表的新媒体又大大提高了企业发生危机的可能性和危机的传播速度。因此,企业危机管理成为检验一个企业韧性和适应能力的试金石,危机处理之道也是每个企业的必修课也是企业走向伟大的必经之路。本文首先介绍了新媒体环境下企业危机管理的研究背景、国内外研究现状以及研究目的和意义。通过文献综述归纳了新媒体定义、特点以及对企业危机管理带来的变化和挑战,并在此基础上对企业危机管理概念、理论和企业应对策略进行了梳理。在文献理论的基础上,本文重点对比研究了百度公司2016年“血友病吧”事件和“魏则西”两起危机事件。对两起事件的新媒体传播趋势、传播路径、媒体和网民关注话题、百度公司处理两起危机事件的对内对外策略以及取得的效果进行了对比分析。这两例案例给企业管理者带来如下启示：在新媒体环境下,企业危机发生的频率和传播速度大大提高。企业要把危机管理提升到战略高度,建立健全有效的危机管理制度,时时刻刻关注企业潜在的危机并及时进行防范和预防。当企业危机不可避免的爆发时,企业要采取科学的方法进行应对,以减小危机带来的损失。特别的,企业要对危机的初始识别非常谨慎,企业内部和外部公众对于危机的识别是否一致,关系到企业应对危机的策略选择和应对效果。同时,企业在采用危机“否定”和“规避责任”策略时要慎重,因为该策略往往使企业在应对危机时遭遇诚信的质疑。企业应对危机时可以采用表达歉意、调查真相、告知真相、纠正行为四步走的方式来取得更好的效果。在度过危机之后,企业要认真分析危机原因,从根本上解决问题。
[Abstract]:In today's world, crises are everywhere, individuals, Enterprises and even countries have the possibility to face the crisis at any time. The new media, represented by the Internet and mobile media, have greatly improved the possibility of crisis and the spread speed of the crisis. Corporate crisis management is the touchstone of a firm's resilience and adaptability. The way to deal with the crisis is also the necessary course for every enterprise. This paper first introduces the research background of enterprise crisis management in the new media environment. This paper summarizes the definition and characteristics of new media and the changes and challenges to enterprise crisis management through literature review, and then gives the concept of enterprise crisis management based on the status quo, purpose and significance of research at home and abroad. On the basis of the literature theory, this paper focuses on the comparative study of the two crisis events of 2016, "Hemophilia Bar" and "Wei Zexi," and the new media communication trend of the two incidents. The communication path, media and Internet users pay close attention to the topic, Baidu Company's strategy of dealing with the two crisis events and its effects are compared and analyzed. These two cases bring the following enlightenment to the enterprise managers: under the new media environment, The frequency and spread speed of enterprise crises have been greatly increased. Enterprises should raise crisis management to a strategic level and establish a sound and effective crisis management system. Pay close attention to the potential crisis of the enterprise all the time and take precautions against and prevent it in time. When the enterprise crisis inevitably erupts, the enterprise should adopt the scientific method to carry on the response, in order to reduce the loss caused by the crisis. Enterprises should be very careful about the initial identification of the crisis. The identity of the internal and external public on the crisis is consistent, which is related to the strategy choice and the response effect of the enterprise to the crisis. At the same time, Enterprises should be cautious in adopting the strategy of "negation" and "avoiding responsibility" when dealing with crisis, because this strategy often makes the enterprise encounter doubts of integrity in dealing with the crisis. Enterprises can respond to the crisis by expressing their apologies, investigating the truth, and telling the truth. After the crisis, the enterprise should analyze the causes of the crisis seriously and solve the problem fundamentally.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F272.3

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