本文選題：品牌 + 網(wǎng)絡(luò)媒介　； 參考：《蘇州大學(xué)》2008年碩士論文

【摘要】： 在中外著名企業(yè)的經(jīng)營(yíng)歷程中,大都遭遇過(guò)品牌危機(jī)的侵襲。然而,同樣是遭受品牌危機(jī),有的企業(yè)從此一蹶不振,再?zèng)]有翻身的機(jī)會(huì),而有的企業(yè)則逆流而上克服危機(jī)從而做大做強(qiáng)。我們的時(shí)代是一個(gè)科技大進(jìn)步和信息大爆炸的時(shí)代,今天的企業(yè)界,在欣喜于科技進(jìn)步和信息爆炸所帶來(lái)的種種便利和商機(jī)的同時(shí),也不得不面臨更多的挑戰(zhàn)。新媒介的出現(xiàn)——尤其是網(wǎng)絡(luò),使企業(yè)的品牌經(jīng)營(yíng)處在一個(gè)幾乎透明的時(shí)代里,信息充分披露并在全球范圍內(nèi)迅速傳播,企業(yè)品牌危機(jī)不再像過(guò)去,僅為少數(shù)人所知,這一切使得企業(yè)一點(diǎn)點(diǎn)小的失誤都會(huì)釀成軒然大波。但是,比較遺憾的是,目前大多數(shù)的企業(yè),對(duì)網(wǎng)絡(luò)等新媒介給品牌帶來(lái)的推廣力認(rèn)識(shí)有余,對(duì)同時(shí)會(huì)面臨的危機(jī)卻了解不足。 隨著消費(fèi)者“上帝意識(shí)”的加強(qiáng)和消費(fèi)觀的日趨理性,消費(fèi)者對(duì)品牌及企業(yè)社會(huì)責(zé)任的期望值越來(lái)越高,這意味著企業(yè)一旦發(fā)生品牌危機(jī),人們希望企業(yè)能就出現(xiàn)的事故,正在以及將采取哪些具體的補(bǔ)救措施等問(wèn)題給予盡快且準(zhǔn)確的解釋。若一個(gè)企業(yè)不能就其發(fā)生的品牌危機(jī)與公眾進(jìn)行有效的溝通,不能告訴社會(huì)它面對(duì)災(zāi)難局面正在采取什么措施,不能很好地表現(xiàn)它對(duì)所發(fā)生事故的負(fù)責(zé)態(tài)度,不能將“始終把消費(fèi)者和社會(huì)公眾的利益放在首位”的信息準(zhǔn)確無(wú)誤地傳達(dá)給消費(fèi)者,那么,在如今消費(fèi)者逐漸掌握話語(yǔ)權(quán)的網(wǎng)絡(luò)時(shí)代下,這樣的舉動(dòng)會(huì)給品牌甚至整個(gè)企業(yè)的信譽(yù)帶來(lái)致命的損害。因此,正是在這種背景下,企業(yè)的品牌維護(hù)——從品牌危機(jī)預(yù)警防范到危機(jī)后重振的全部管理活動(dòng)過(guò)程——已成為擺在企業(yè)經(jīng)營(yíng)者面前嶄新且十分重要的新課題,本論文目的就是想喚起理論界和實(shí)務(wù)界對(duì)該問(wèn)題的重視,并對(duì)此領(lǐng)域進(jìn)行探討。 本文通過(guò)對(duì)網(wǎng)絡(luò)媒體的特點(diǎn)分析、主要傳播途徑、傳播環(huán)境的變化等方面進(jìn)行研究,對(duì)網(wǎng)絡(luò)環(huán)境下企業(yè)品牌危機(jī)的成因進(jìn)行了比較深入系統(tǒng)的分析,并就如何提高企業(yè)自身網(wǎng)絡(luò)把關(guān)和修復(fù)能力、減少網(wǎng)絡(luò)負(fù)面影響的命題提出了比較具體的應(yīng)對(duì)措施。本文著重于理論與實(shí)際結(jié)合,針對(duì)性強(qiáng),對(duì)網(wǎng)絡(luò)時(shí)代下企業(yè)品牌的危機(jī)管理具有較強(qiáng)指導(dǎo)意義。
[Abstract]:In the business process of famous Chinese and foreign enterprises, most of them have been attacked by brand crisis. However, the same is the brand crisis, some enterprises never recovered, no chance to turn over, and some enterprises to overcome the crisis against the current and become bigger and stronger. Our era is an era of great progress in science and technology and a great explosion of information. Today's business circles are delighted with the convenience and business opportunities brought by the technological progress and the information explosion, but they also have to face more challenges at the same time. The emergence of new media, especially the Internet, makes the brand management of enterprises in an almost transparent era, with the full disclosure of information and the rapid spread of information around the world. The corporate brand crisis is no longer known to a small number of people, as in the past. All this makes the enterprise a little bit of a small error will cause a huge uproar. However, it is a pity that at present, most enterprises know more about the promotion power brought to brand by new media such as network, but they do not know enough about the crisis that will be faced at the same time. With the strengthening of consumers'"God consciousness" and the increasing rationality of consumption view, consumers' expectations of brand and corporate social responsibility are increasing, which means that once a brand crisis occurs in an enterprise, people hope that an accident will occur in the enterprise. What specific remedial measures are being and will be taken are explained as quickly and accurately as possible. If an enterprise cannot communicate effectively with the public about its brand crisis, it cannot tell the society what measures it is taking in the face of the disaster situation, and it cannot show its responsible attitude towards the accident. The information of "always putting the interests of consumers and the public first" cannot be accurately conveyed to consumers. Such a move will bring fatal damage to the brand and even to the credibility of the entire enterprise. Therefore, it is against this background that brand maintenance, from brand crisis prevention to post-crisis revival of all management activities, has become a new and very important subject for business operators. The purpose of this paper is to arouse the attention of theorists and practitioners and to discuss this field. Through the analysis of the characteristics of network media, the main ways of communication and the change of communication environment, this paper makes a deep and systematic analysis of the causes of corporate brand crisis under the network environment. It also puts forward some concrete countermeasures on how to improve the ability of the enterprises to check and repair the network and reduce the negative influence of the network. This paper focuses on the combination of theory and practice, and has strong pertinence, which has a strong guiding significance for the crisis management of enterprise brand in the era of network.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 閆坤;關(guān)豐富;;有效遏制微博謠言 正確引導(dǎo)網(wǎng)絡(luò)輿情[J];傳播與版權(quán);2013年04期

2 閆坤;;微博視域下網(wǎng)絡(luò)負(fù)面輿情的成因分析[J];劍南文學(xué)(經(jīng)典教苑);2013年03期

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本文編號(hào)：1795887