【作者】 蒋波；

【导师】 王海斌；

【作者基本信息】 武汉理工大学 ， 企业管理， 2006， 硕士

【摘要】 我们的时代是一个科技大进步和信息大爆炸的时代。处于当今复杂多变的商业环境中的企业,在欣喜于科技进步和信息爆炸所带来的种种便利和商机的同时,也不得不面临更多的挑战:一方面,科技进步增加了企业各项产品的内在复杂性,从而使得企业更难以把握自身产品潜在瑕疵可能导致的产品责任;另一方面,企业的品牌经营处在一个活动透明度日益增大的时代里,信息充分披露并在全球范围内迅速传播,企业品牌危机已不再像以前那样仅为少数人所知。这一切均使得企业一点点小的失误都会酿成轩然大波。在这样的情况下,企业品牌如何摆脱危机的威胁,减小危机带来的损害,并从中发现机会,对企业的管理者来说一直都是个很大的挑战。 本文在对国内外企业品牌危机管理的理论研究现状进行简要的回顾的基础上,重新对危机和危机管理的概念进行了界定,并介绍了危机的特征,从品牌自身以及企业的内外部环境等角度入手,分析了企业品牌危机产生的原因,然后介绍了企业品牌危机管理的处理方式和应遵循的原则,并以英国罗伯特·希斯教授提出的“危机管理4R模型(缩减、预备、反映、恢复)”为理论基础,从企业品牌危机的预防管理、反应管理 (沟通管理、媒体管理、形象管理)、恢复管理这三个方面阐述了企业品牌危机管理体系的构建。 本文的案例分析部分是首先介绍了“巨能钙”事件及其特征和巨能公司在此次危机中的管理;然后结合以上理论,对巨能公司在“巨能钙”事件的危机管理进行了详细的分析,对此次危机管理中的成功和失败之处进行了归纳和总结。 笔者认为,我国现阶段进行有效的企业危机管理,需要做好以下几个方面的工作: 1、在日常的管理中,企业要不断提高危机意识,加强对危机信息的监测,防范危机的发生,积极作好企业危机前的准备工作,制定企业危机管理计划,建立企业危机预防系统。 2、在危机发生后,企业保持沉着冷静的态度,快速组建危机管理指挥中心,启动危机管理计划,要遵循主动原则和诚实原则积极做好媒体管理工作,争取更多还原

【Abstract】 Our time is a time which technical is under big progress and the information is under large explosion. In the complex and changeable business environment, enterprises while joyfully enjoys all sorts of conveniences and opportunity in the advance in technology and the information which the time brings, also have to face more challenges: On the one hand, the advance in technology increased the intrinsic complexity of each item of product of the enterprise, thus causes the enterprise to grasp the product responsibility with difficulty which possible because of the product latent slight defect;On the other hand, the brand management of the enterprise is in the time in which the transparency of the active increases day by day, the information is fully disclosed and rapid diffused in the global scope, the enterprise brand crisis is no longer known by the small number of people like before. All these cause an enterprise spot small fault turn to be the great unrest. In such situation, how does the enterprise brand get rid of the threat of the crisis, reduce the harm which the crisis brings, and discover the opportunity, is a very big challenge to the all enterprise’s superintendents.This article carries on the brief review to the present research situation of the domestic and foreign enterprises brand crisis management, and carries on the conception to the crisis and the crisis management again, and introduces the characteristics of the crisis, and analyzes the causes of brand crisis from the angle of the brand and the inner and outer environment of the enterprise, then introduces the way of enterprise brand crisis management and the principles it should follow, and proposed the crisis management 4R model which taken by Robert Schiesz Professor in English (to reduce, preparation, reflection, restores)as the rationale, expatiates the construction of the system of enterprise brand crisis management from the enterprise brand crisis prevention management, the reaction management(communication management, the media management, image management), the restored management.The case part of this article is about "giant of calcium" incident, at first, the article analyses the characters of this case and the management of the giantcorporation in detail, then with the above theory on giant companies to the "giant to calcium" incident crisis management, summed up its success in the crisis management, analyzed the failure of it.The author sum up some inclusions about our current enterprise do management efficiently, they follow like this:l.In daily of the management, the business enterprise should raise the consciousness about crisis continuously, strengthen the monitor to the crisis information, guard against the occurrence of crisis, do the preparation well for the crisis management, make a good plan for business enterprise crisis to meet an emergency, build up the prevention system of the business enterprise crisis.2.After the crisis take place, the business enterprise should keep the attitude of steady and calm, set up the direction center of crisis management rapidly, start the crisis management plan, follow active principle and honest principle, do the medium management actively, fighting for comprehension and cooperation of journalistic circles, inviting fair, authority organization to help to solve crisis etc..3.The business enterprise should be in the attitude which is responsible for the consumer, social public and the benefits related community, do the communication management frankly and earnestly, fighting for the comprehension and support from the public.4.After the crisis has been dissolved, the business enterprise should hold firmly time to do the management work of the crisis instauration right away, rebuild the business enterprise in the good image in the public heart, recover and promote the good reputation degree of business enterprise.更多还原