【作者】 邓雪芬；

【导师】 戴鑫；

【作者基本信息】 华中科技大学 ， 企业管理， 2009， 硕士

【摘要】 近年来，危机事件屡屡发生，由于企业处理不当，对其声誉和形象造成了很大的影响。从而探讨了两个问题：当发生危机时，企业应当如何做出反应？在这些危机情景下，不同的策略使公众对企业形象、认知有哪些不同的影响？本文主要运用案例研究和情景实验法解决上述两个问题。在案例研究中，本文选取了2008年8家企业的危机事件，并对5074条评论进行分析统计研究其反应策略的效果，结合文献研究，将危机反应的合法性策略分成两个维度：价值和作为，归纳出四种合法性策略：扩大企业价值-实际作为、缩小社会价值-实际作为、扩大企业价值-实际作为和缩小社会价值-实际无作为。在案例研究对合法性策略进行分类和初步的策略效果分析的基础上，本文又进行了4*2（四种合法性策略*时间）情景实验研究，对204个样本进行分析最后得出结论：缩小社会价值-实际无作为和扩大企业价值-实际作为的策略，比其他两种对态度的影响效果要好；在价值与行为的交互下，缩小社会价值型的策略比扩大企业价值型策略对企业的合法性认知稍高、实际无作为型的策略比实际作为型的策略对企业的合法性认知稍高；反应时间越短，合法性认知越高；公众对社会问题的涉入度高，其合法性认知稍低。这些研究不仅弥补了我国相关研究的不足，更对企业、公众、政府部门具有一定的借鉴与指导意义。更多还原

【Abstract】 In recent years, the enterprise crises have occurred frequently. As a result of improperhandling with them，they have had a great impact on the reputation and image ofenterprises. So this article thinks about two questions: When the crises occur, howcompanies should respond to them? In the crisis circumstance, what different impacts onthe enterprise’s public image and awareness to the public do they have when differentstrategies are used? This thesis is mainly using the research methods of case studies andsituational experiments for solving those two problems.In the case studies, this thesis selects eight companies’crises and response strategiesin 2008 to research through the analysis of 5,074 internet comments. On the base ofliterature researches and case studies, the legitimacy strategy of the crisis response isdivided into two dimensions of value and behavior , and this thesis sums up four types oflegitimacy strategies: company value expansion- actual behavior, social value decrease -actual behavior, company value expansion - actual no behavior, social value decrease– noactual behavior.On the basis of the legitimacy strategy classification and preliminary analysis forcase studies, this thesis conducts a 4 * 2 (four legitimacy strategies *time) experimentalstudy for 204 samples, and finally comes to the conclusions as the followings: Thestrategies of social value decrease-no actual behavior and company value expansionactualbehavior are better than the other two strategies; Under the interaction of value andbehavior, social value decrease strategy has a little higher cognition to the enterpriselegitimacy than company value expansion strategy, and no actual behavior has a littlehigher cognition to the enterprise legitimacy than actual bahavior strategy; The morequickly the company response, the higher legitimacy cognition the publics have; Thehigher degree the publics involved with social problems, the lower legitimacy cognitionthey have. These studies not only improve the relative research in our country, but alsoprovide a reference and guide to the enterprises, the publics and government departments.更多还原