发布时间 : 星期日 文章毕业论文--企业危机公关更新完毕开始阅读a6fee90b6c85ec3a87c2c5d3
毕业论文（设计）论文（设计）题目： 企业危机公关及其策略研究
姓 名 赵纪聪 学 号 20052702384 学 院 管理学院 专 业 工商管理 年 级 2005级 指导教师 陈丹
2009 年 5 月 10 日
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目录
摘要................................................................................................................................ 3 Abstract .......................................................................................................................... 4 一、企业危机公关........................................................................................................ 5
（一）企业危机公关的概念................................................................................. 5 （二）企业危机公关的特点................................................................................. 5 （三）危机公关5S原则 ...................................................................................... 5 （四）中国危机公关行业的发展......................................................................... 7 （五）企业危机公关的必要性和紧迫性............................................................. 7 二、案例分析：三鹿“结石门”事件中的各方反应 .................................................... 8
（一）三鹿集团..................................................................................................... 9 （二）蒙牛集团..................................................................................................... 9 （三）伊利集团................................................................................................... 10 （四）圣元集团................................................................................................... 10 （五）光明乳业................................................................................................... 11 （六）政府相关机构........................................................................................... 12 三、企业危机公关的应对策略.................................................................................. 13
（一）建立危机预警机制................................................................................... 13 （二）建立健全危机管理系统........................................................................... 14 （三）积极进行整合营销传播........................................................................... 15 （四）修复公共关系........................................................................................... 15 （五）加强政府监督和引导............................................................................... 16 结语.............................................................................................................................. 17 附录.............................................................................................................................. 17 参考文献...................................................................................................................... 20 谢辞.............................................................................................................................. 21
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摘要
危机公关行动虽然在中国早已有之，，但其理论是在近些年才传入中国的，中国的危机公关理论才有了巨大的发展。中国的危机公关，远的有三株口服液致人死亡案、巨人大厦事件、长虹海外受骗风波，近的有光明回产奶事件，华为“辞职门”，三鹿“结石门”等等，可谓是数不胜数，有公关失败的，有比较成功的，但大体上是失败的多于成功的，这应引起中国企业界的重视。通过对三鹿“结石门”案例的研究，分析事件中各方的反应，并对各方态度作出评价，最后总结出应对企业危机的公关策略。希望以此可以适当增强中国企业的危机公关能力。
关键词：危机公关 结石门 应对策略
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Abstract
Crisis public relations has been in China for a long time,but it’s theory han benn spreaded to China not long ago,so crisis public relations theory in China has a great development. There have been a lot of crisis public relations case in China,for example ,“Sanzhu”case, giant large building case,“Changhong” was deceived in overseas,“Guangming” milk was reproducted,“Huawei” resign door and so on,in which there had succeeded ,but failed were more than succeeded,which should be noticed by companies in China. Through the research of Sanlu “calculus ” gate,we can analyse the response of all sides and appraise their’s attitude,which for reaching conclusion.I hope that can enhanse the capacity of Chinese company.
Key word： Crisis public relations “Calculus” gate Counter measures
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