本文關(guān)鍵詞：汽車企業(yè)危機管理與品牌形象重塑研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：汽車產(chǎn)業(yè)是我國目前國民經(jīng)濟中的重要產(chǎn)業(yè)部門,它不僅在提供廣大的就業(yè)崗位,應(yīng)用新的科技研發(fā)成果和帶動相關(guān)產(chǎn)業(yè)快速發(fā)展上起到了積極作用,同時也為我國國民生產(chǎn)創(chuàng)造了高額的產(chǎn)值、利潤和稅收,對我國經(jīng)濟的快速發(fā)展產(chǎn)生了十分巨大的推動效應(yīng)。然而,近些年來,關(guān)于汽車企業(yè)的危機事件層出不窮,汽車產(chǎn)業(yè)的發(fā)展正面臨著前所未有的危機與挑戰(zhàn)。如何積極防范和應(yīng)對汽車企業(yè)危機,是國內(nèi)相關(guān)專家和學(xué)者共同關(guān)注的焦點。本文首先概括了汽車企業(yè)危機的定義,區(qū)分了汽車企業(yè)危機的類型,闡述了汽車企業(yè)危機爆發(fā)的成因,最后分析了在新媒體環(huán)境下的汽車企業(yè)面臨的各類危機情況。接著通過比較分析電動汽車起火的案例和奧迪與JEEP危機管理的案例,講述了國內(nèi)外汽車企業(yè)在汽車危機發(fā)生時的危機處理方法。最后論述了在新媒體環(huán)境下汽車企業(yè)的危機管理與品牌形象重塑的具體管理手段和措施。在汽車的品牌管理和形象塑造中,汽車企業(yè)和相關(guān)部門要樹立好危機意識,提高對危機的防范、識別、應(yīng)對、平息和品牌重塑的能力。遇到危機要正視危機、化解危機,通過媒體將危機的處理結(jié)果向社會公布,利用輿論導(dǎo)向作用轉(zhuǎn)“危”為“機”,重塑品牌正面形象。在維護品牌日常形象的同時,建立危機預(yù)警機制和防范措施,與媒體建立友好關(guān)系,有針對性地對汽車企業(yè)危機進行預(yù)判和管理,從而促進整個汽車行業(yè)高速、健康、可持續(xù)的發(fā)展。
[Abstract]:The automobile industry in China is the important industry of national economy, it is not only to provide the majority of jobs, plays a positive role in science and technology achievements in research and development of new applications and promote the rapid development of related industries, but also to create a high value for our national production, profits and taxes, the effect is to promote great for the rapid development of China's economy. However, in recent years, about the automobile enterprise crisis events emerge in an endless stream, the development of the automobile industry is facing a hitherto unknown crisis and challenges. How to actively prevent and respond to automobile enterprise crisis, is the common focus of domestic experts and scholars. This paper generalizes the definition of automobile enterprise crisis the distinction between the types of automobile enterprise crisis, expounds the causes of automobile enterprise crisis, finally analyzes under the new media environment in automobile enterprises All kinds of crisis. Then through the comparative analysis of electric vehicle fire case and Audi and JEEP crisis management case about crisis management method of domestic and foreign automobile enterprises in the automotive crisis. Finally discusses the specific management methods and measures in crisis management and brand image of automobile enterprises under the new media environment. Automobile brand management and image building, automobile enterprises and relevant departments to establish a good sense of crisis, the crisis to improve the prevention, recognition, coping, and rebranding. The ability to quell the crisis must face up to the crisis, to resolve the crisis, the results will be announced through the media crisis management to the society, change the "crisis" to "" using the guiding role of public opinion to reshape the brand positive image. In the maintenance of brand image daily at the same time, the establishment of warning mechanism and preventive measures, to establish friendly relations with the media, targeted To predict and manage the automobile enterprise crisis, so as to promote the entire automotive industry high speed, healthy and sustainable development.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F416.471;F272.3;F273.2

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