本文選題：品牌危機 + 認知沖突　； 參考：《華中科技大學(xué)》2008年碩士論文

【摘要】： 互聯(lián)網(wǎng)為企業(yè)的發(fā)展提供巨大的便利和廣闊的空間,但復(fù)雜的網(wǎng)絡(luò)環(huán)境同時也成為品牌危機滋生的溫床,網(wǎng)絡(luò)中存在的各種不確定因素使品牌危機的發(fā)生率上升,影響范圍不斷擴大。如何把握網(wǎng)絡(luò)環(huán)境下品牌危機傳播的特性,并進行有效的危機管理,成為企業(yè)和學(xué)界都十分關(guān)注的課題。 在分析品牌危機時,除分析危機的一般特性,還應(yīng)關(guān)注媒介環(huán)境和公眾的情緒。公眾和企業(yè)的認知沖突導(dǎo)致品牌危機發(fā)生。文中利用透鏡模式解釋認知沖突如何產(chǎn)生,進而演化為品牌危機。如果要很好地解決品牌危機,企業(yè)還需要準(zhǔn)確了解公眾對品牌危機的歸因,根據(jù)公眾的歸因做出回應(yīng),因此引入歸因理論分析品牌危機的成因。 網(wǎng)絡(luò)環(huán)境與傳統(tǒng)的媒介環(huán)境相比具有許多新特性,因而在網(wǎng)絡(luò)環(huán)境中品牌危機的傳播也呈現(xiàn)出新特點。本文將借助復(fù)雜性理論對互聯(lián)網(wǎng)環(huán)境做出分析,使本文對網(wǎng)絡(luò)環(huán)境的研究更具科學(xué)性和邏輯性。從復(fù)雜科學(xué)的角度去看,網(wǎng)絡(luò)世界并非毫無規(guī)律可循,而是在無序中潛藏著有序。而這些“有序”的因素正是網(wǎng)絡(luò)環(huán)境中品牌危機傳播的新特性產(chǎn)生的基礎(chǔ)和危機管理的依據(jù)。 在分別分析了品牌危機和網(wǎng)絡(luò)環(huán)境之后,作者將結(jié)合二者,對網(wǎng)絡(luò)環(huán)境下品牌危機傳播的特點做出分析和推斷,重點是提煉不同于傳統(tǒng)媒介環(huán)境的特點。之后找出網(wǎng)絡(luò)中存在的“有序”,繪出網(wǎng)絡(luò)危機信息管理系統(tǒng)和網(wǎng)絡(luò)謠言傳播系統(tǒng),結(jié)合前文理論,提出網(wǎng)絡(luò)環(huán)境下品牌危機管理的建議。
[Abstract]:The Internet provides enormous convenience and broad space for the development of enterprises, but the complex network environment also becomes the breeding ground of brand crisis, and the occurrence rate of brand crisis is increased by various uncertain factors existing in the network. The scope of influence is constantly expanding. How to grasp the characteristics of brand crisis communication under the network environment, and how to carry out effective crisis management, has become a topic of great concern for enterprises and scholars. In the analysis of brand crisis, we should pay attention to the media environment and public sentiment in addition to the general characteristics of the crisis. The cognitive conflict between the public and enterprises leads to brand crisis. In this paper, the lens model is used to explain how cognitive conflict arises and then evolves into brand crisis. If we want to solve the brand crisis well, enterprises also need to understand the attribution of the brand crisis accurately and respond according to the attribution of the public, so the attribution theory is introduced to analyze the causes of the brand crisis. Compared with the traditional media environment, the network environment has many new characteristics, so the spread of brand crisis in the network environment also presents new characteristics. In this paper, the complexity theory is used to analyze the Internet environment, which makes the research of the network environment more scientific and logical. From the point of view of complex science, the network world is not irregular, but hidden in disorder. These "orderly" factors are the basis of brand crisis communication and crisis management in network environment. After analyzing the brand crisis and the network environment, the author will analyze and infer the characteristics of the brand crisis communication under the network environment, focusing on refining the characteristics different from the traditional media environment. Then we find out the "order" existing in the network, draw the network crisis information management system and the network rumor dissemination system, combined with the previous theory, put forward the suggestions of brand crisis management under the network environment.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G206

【引證文獻】

相關(guān)碩士學(xué)位論文 前4條

1 黃海文;公共危機頻發(fā)期我國政府形象建設(shè)研究[D];曲阜師范大學(xué);2011年

2 王昌偉;網(wǎng)絡(luò)危機信息傳播機理與仿真研究[D];哈爾濱工程大學(xué);2012年

3 孫宇;危機傳播過程中社交媒體用戶的歸因認知[D];東北師范大學(xué);2012年

4 黃亞峰;公共危機管理視角下我國政府公信力建設(shè)的對策分析[D];湖北大學(xué);2011年

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本文編號：1888909