【作者】 杨靖；

【导师】 袁春晓；

【作者基本信息】 四川大学 ， 市场营销（专业学位）， 2021， 硕士

【摘要】 在经济不断发展,市场环境的竞争日益加剧的今天,企业危机对于企业而言无疑是时刻悬在头顶的达摩克利斯之剑。尤其是在互联网技术高度发达的今天,其超迅速、大范围的传播特性更是将公关危机事件对于企业造成的影响进行无限放大。房地产行业作为我国国民经济的重要支柱、重要的民生产品、有效的财务储藏手段,企业性质多种多样。然而作为行业中人了解到,中小型房地产民企虽然货值储备充裕、发展迅猛,但是因其制度不够完善导致其相关危机管理经验不足,也并没有形成制度化的危机公关管理方法。因此,本文选取笔者就职所在的D房地产公司(成都中小型房地产民企)为研究对象,基于相关理论,通过对其公司现有的公关危机应对体系进行诊断,分析其存在的典型问题并探究原因,最后相应的改进措施和体系优化建议是十分有必要的。本文将着重研究网络传播环境中企业危机公关策略,以高度信息化的互联网大环境为背景,在对相关理论工具方法和国内外研究进展进行梳理和总结的基础上探究互联网传播属性对于危机公关所造成的的影响和颠覆,同时以D公司2018-2020年3个典型案例处理方式,以理论联系实际的方式,研究本论题。最后基于相关整体研究和对D公司实际案例的具体诊断分析,针对性地为D公司优化设计了更为完善的危机公关体系并制定了更为全面的危机公关管理制度,同时也从战略和策略层面为D公司提出了在危机公关处理时的具体意见和方案。除此以外,也期望本论文的研究成果能够为相关企业的危机公关处理和应对提供可参考的案例和可借鉴的经验。更多还原

【Abstract】 With the continuous development of economy and the increasingly fierce competition in the market environment,the public relations crisis for enterprises is undoubtedly the sword of Damocles.Especially in today’s highly developed Internet technology,its ultra fast and large-scale communication characteristics make the impact of public relations crisis events on enterprises infinitely enlarged.As an important pillar of China’s national economy,an important livelihood product and an effective means of financial storage,the real estate industry has a variety of enterprise nature.However,as people in the industry know,although small and medium-sized real estate private enterprises have abundant value reserves and rapid development,their relevant crisis management experience is insufficient due to their imperfect system,and there is no institutionalized crisis public relations management method.Therefore,this paper selects d real estate company(Chengdu small and medium-sized real estate private enterprise)where the author works as the research object,based on the relevant theory,through the diagnosis of its existing public relations crisis response system,analyzes its typical problems and explores the reasons,and finally the corresponding improvement measures and system optimization suggestions are very necessary.This paper will focus on the study of corporate crisis public relations strategy in the network communication environment.Under the background of highly information-based Internet environment,on the basic of combing and summarizing the relevant theoretical tools and research progress at home and abroad,this paper explores the impact and subversion of Internet communication attributes on crisis public relations.At the same time,this paper takes D company’s three typical cases from 2018 to 2020 as an example This paper studies this topic by combining theory with practice.Finally,based on the relevant overall research and the specific diagnosis and analysis of the actual case of D company,the paper optimizes and designs a more perfect crisis public relations system for D company,and formulates a more comprehensive crisis public relations management system.At the same time,it also puts forward specific opinions and plans for D company from the strategic and strategic level.In addition,it is expected that the research results of this paper can provide reference cases and experience for relevant enterprises to deal with and deal with crisis public relations.更多还原