【摘要】：以具有代表性的全行業(yè)危機(jī)事件為例,對(duì)危機(jī)中四大主要涉事品牌的危機(jī)溝通策略(研究一)和危機(jī)后四大代表品牌的廣告溝通策略(研究二)進(jìn)行了對(duì)比分析,并結(jié)合財(cái)務(wù)數(shù)據(jù)和品牌信任度調(diào)查,提出了一個(gè)"全行業(yè)危機(jī)下企業(yè)溝通策略與消費(fèi)者信任重建系統(tǒng)模式"。研究發(fā)現(xiàn),在全行業(yè)危機(jī)發(fā)生時(shí)企業(yè)應(yīng)積極響應(yīng)避免成為"替罪羊";危機(jī)發(fā)生后要采取一系列溝通策略修復(fù)品牌形象,在廣告訴求上要曉之以理動(dòng)之以情;在危機(jī)溝通中重視核心價(jià)值的同時(shí),應(yīng)根據(jù)自身優(yōu)勢(shì)有所側(cè)重,以更好地重建和維護(hù)消費(fèi)者的品牌信任。
[Abstract]:Taking the representative crisis events of the whole industry as an example, this paper makes a comparative analysis of the crisis communication strategies of the four major brands involved in the crisis (study 1) and the advertising communication strategies of the four representative brands after the crisis (study 2). Based on the investigation of financial data and brand trust, a system model of corporate communication strategy and consumer trust reconstruction under industry-wide crisis is put forward. It is found that enterprises should respond positively to avoid becoming scapegoats when the whole industry crisis occurs, adopt a series of communication strategies to repair the brand image after the crisis; While paying attention to the core values in crisis communication, we should focus on their own advantages in order to better rebuild and maintain the brand trust of consumers.
【作者單位】： 北京大學(xué)光華管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金資助項(xiàng)目(71172031;71472008)
【分類(lèi)號(hào)】：C93
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本文編號(hào)：2203043