摘要
企业危机公关的失败,更多的是其危机公关传播的失败。对于置身危机漩涡中的企业而言,将自身利益、公众利益和传媒的公信力协调一致,在最短的时间内,以最恰当的渠道传播给公众真实、客观的情况,挽回企业品牌的信誉,将企业损失降至最低是危机公关的原则。但是,目前大多数企业在遭遇品牌危机时,其解决方法还是不够理想的。因此,本文运用SPSS20.0和Lisrel8.7这2个统计分析软件对数据进行验证性因子分析和结构方程模型分析,从品牌危机的阶段与类型、品牌危机传播管理的操作方法及品牌危机传播管理需注意的问题与建议等方面,探究企业应对方式对品牌关系再续意愿的影响,为企业的恢复决策提供可操作性的指导。
The most reason why a company crisis public relation became a failure is that the failure of the spreading. For those com- panies in the crisis, the principle of crisis public relations is to put their own interests, public interest and the credibility of the media together, use the most appropriate way to spread the real and objective situation to the public as soon as possible and minimize the losses. But most companies＂ solutions for crisis public relation are not ideal. As a matter of point, this essay analyzes data validation factor and data structure equation model by using SPSS 20.0 and Lisrel 8.7 statistical analysis software. From the perspectives of the stage and the type of brand crisis, the operation of brand crisis communication management, the issues and suggestions which the brand crisis communication management should pay attention to, it explores the impact of companies＂ responses to the renewing of the brand relationship and to provide operational guidance for enterprise recovery decisions.
出处
《企业经济》
CSSCI
北大核心
2017年第9期12-17,共6页
Enterprise Economy
基金
浙江省自然科学基金资助项目"可辩解型产品伤害危机应对策略及对品牌资产的影响机制研究"(项目编号:LQ14G020018)
浙江农林大学暨阳学院文化创意研究中心课题"大唐袜业品牌价值评估研究"(项目编号:16-1702)
关键词
品牌危机
危机传播
品牌关系
brand crisis
crisis communication
brand relationship
