品牌形象修復(fù)策略是公司的關(guān)鍵流程。不同的策略選擇會(huì)給遭受危機(jī)的公司帶來(lái)不同的結(jié)果。一般而言,每家公司都會(huì)制定章程,規(guī)定在危機(jī)時(shí)采取的措施,以減少對(duì)公司品牌的損害,但這些章程的執(zhí)行情況并不總是有效。它們不會(huì)包含所有信息,因?yàn)闀?huì)有許多可能發(fā)生但至今未曾發(fā)生,或未被考慮到的無(wú)法預(yù)料的情況。因此,在出現(xiàn)章程沒有涉及的情況時(shí),領(lǐng)導(dǎo)者在決策過程中的作用非常重要,他們的決策會(huì)帶來(lái)正面或負(fù)面的結(jié)果。本文分析了大眾汽車在“柴油門”事件中運(yùn)用的品牌修復(fù)策略,提出可以通過改進(jìn)和實(shí)施某些方面獲得更積極的結(jié)果。本文以其他公司的研究和汽車行業(yè)的現(xiàn)狀為背景進(jìn)行分析,提出了大眾應(yīng)采取的品牌修復(fù)建議。本研究旨在幫助理解大眾汽車如何將劣勢(shì)轉(zhuǎn)變?yōu)闄C(jī)會(huì),獲得競(jìng)爭(zhēng)優(yōu)勢(shì),在日益受限和競(jìng)爭(zhēng)激烈的市場(chǎng)中更好地找準(zhǔn)位置。本文分析了各種可能的影響因素,實(shí)施有效的品牌修復(fù)策略所面臨的挑戰(zhàn)以及一家可持續(xù)發(fā)展的公司應(yīng)有的正確管理。作者觀察到的主要問題是大眾的品牌形象遭受損害。該公司沒有運(yùn)用品牌形象修復(fù)理論的知識(shí),導(dǎo)致內(nèi)部和外部的溝通不暢。這些問題主要緣于管理者的過失,他們沒有將所有信息告知員工和媒體。董事沒有采取減少損失的措施,導(dǎo)致?lián)p害擴(kuò)大到... 

【文章來(lái)源】：上海外國(guó)語(yǔ)大學(xué)上海市 211工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：106 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background And Significance
        1.1.1 Research Background
            1.1.1.1 Scandal Chronology
            1.1.1.2 Strategy Followed By Volkswagen
        1.1.2 Research Purpose
        1.1.3 Research Significance Of The Study
            1.1.3.1 Theoretical Significance
            1.1.3.2 Practical Significance
    1.2 Literature Review On Similar Topics
        1.2.1 Literature Review
    1.3 Research Content And Questions
        1.3.1 Research Questions
        1.3.2 Research Scope
        1.3.3 Structure Of The Thesis
    1.4 Research Methodology And Innovation
        1.4.1 Research Methodology
        1.4.2 Innovation
Chapter Two Theoretical Framework
    2.1 Brand Image Repair Theory
    2.2 Market Positioning And Segmentation Theory
        2.2.1 Market Positioning Theory
        2.2.2 Segmentation Theory
    2.3 Marketing Communication Theory
    2.4 Global Corporate Citizenship Theory
Chapter Three Business Environment Analysis
    3.1 External Environment Analysis
        3.1.1 PESTEL Analysis
            3.1.1.1 Political Factors
            3.1.1.2 Economic Factors
            3.1.1.3 Social Factors
            3.1.1.4 Technological Factors
            3.1.1.5 Environmental Factors
            3.1.1.6 Legal Factors
    3.2 Current Situation In The Company
        3.2.1 SWOT Analysis
            3.2.1.1 Strengths
            3.2.1.2 Weaknesses
            3.2.1.3 Opportunities
            3.2.1.4 Threats
    3.3 Competitors’Analysis
        3.3.1 Toyota
        3.3.2 Ford Motor Company
        3.3.3 Fiat S.pA.
        3.3.4 Renault-Nissan-Mitsubishi
        3.3.5 Honda Motor Company
        3.3.6 Daimler AG(Mercedes-Benz)
        3.3.7 BMW
Chapter Four The Status And Problems Of Researched Topic In The Company
    4.1 Unethical Business Practices
        4.1.1 Effects Of Dieselgate Scandal On Brand Image
    4.2 Shift In Consumer Demands
        4.2.1 Decrease Of Diesel Market Share
    4.3 Poor Crisis Communication Actions
        4.3.1 Analysis Of Dieselgate Crisis Communication Strategy
Chapter Five Plans/Methods For Improvement In The Company
    5.1 Positioning The Company As A Global Corporate Citizen
        5.1.1 Social Initiatives With Affected Customers And Communities
        5.1.2 Environment Initiatives
    5.2 Gas/Diesel To Hybrid/Electric Vehicles
    5.3 Development Of An Effective Crisis Communication Strategy For The Future
        5.3.1 Online-Offline Communication
        5.3.2 Personalized Communication
        5.3.3 Brand Image Communication
Chapter Six Implementation Of Improvement Plans/Methods In The Company
    6.1 Implementation Of Improvement Plans/Methods
        6.1.1 Management System Support
        6.1.2 Human Resource Support
    6.2 Analysis Of The Implementation Results(Or Estimated Outcomes)
Chapter Seven Conclusions And Discussion
    7.1 Main Conclusions
    7.2 Limitations Of This Work
    7.3 Directions For Further Research
References
Appendix



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