本文關(guān)鍵詞：惠普公司危機(jī)公關(guān)策略研究　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著市場經(jīng)濟(jì)的深入發(fā)展，信息傳遞和媒體的介入，使企業(yè)的發(fā)展進(jìn)程時刻受到公眾的關(guān)注，可以說，企業(yè)似置于真空中一般，其行為、舉措、決策都受到公眾的監(jiān)督。因此，企業(yè)必須注重發(fā)展和完善，不斷提升自己的產(chǎn)品，并將品牌做大做強(qiáng)，避免發(fā)生危機(jī)事件。危機(jī)作為在今日社會不可回避的話題，真實的存在于企業(yè)發(fā)展的進(jìn)程之中，可以說，對危機(jī)的研究實則是對企業(yè)發(fā)展的研究。 危機(jī)公關(guān)在市場營銷中占有重要地位，當(dāng)企業(yè)有突發(fā)事件或重大事故發(fā)生時，會面臨較大輿論壓力，企業(yè)形象將收到嚴(yán)重?fù)p害，企業(yè)的公共關(guān)系會處于危機(jī)狀態(tài)，企業(yè)在公關(guān)過程中如果不能處理好危機(jī)，對企業(yè)發(fā)展來說將是很大的阻礙，而無論是哪一家企業(yè)都會遇到公關(guān)危機(jī)，因此本文首先介紹了危機(jī)、危機(jī)公關(guān)以及危機(jī)公關(guān)的策略，從基本概念的解釋和剖析方面展開本文的研究工作，之后從危機(jī)公關(guān)的特點方面介紹，旨在通過分析危機(jī)公關(guān)的特點，，便于理解危機(jī)公關(guān)策略的應(yīng)用和現(xiàn)實意義；再后介紹了危機(jī)公關(guān)的原則，通過了解危機(jī)公關(guān)的原則，在現(xiàn)實應(yīng)用方面足以參考；危機(jī)公關(guān)程序及預(yù)案制定是從理論角度看，最后一個理論內(nèi)容，通過對此方面的研究，對后文中惠普公司如何開展危機(jī)公關(guān)做出了理論鋪墊；危機(jī)公關(guān)策略選擇則通過介紹幾種危機(jī)公關(guān)策略來詮釋企業(yè)進(jìn)行危機(jī)公關(guān)時可以采用的策略及注意事項；之后對惠普公司及幾次危機(jī)公關(guān)簡介，對惠普有了一定的認(rèn)識和看法，對幾次危機(jī)公關(guān)的策略運用進(jìn)行分析和深入解析，總結(jié)經(jīng)驗教訓(xùn)，最重要的一個部分在于對業(yè)界和其他行業(yè)企業(yè)危機(jī)公關(guān)的潛移默化的影響以及啟示作用。
[Abstract]:With the development of market economy, the transmission of information and media, the process of enterprise development by the time of the attention of the public, it can be said that companies like in a vacuum in general, its behavior, measures, decisions are subject to public supervision. Therefore, enterprises must pay attention to the development and improvement, continuously improve their products, and the brand bigger and stronger, to avoid the occurrence of crisis. The crisis in today's society as an unavoidable topic, real existence in the process of enterprise development, it can be said that the study on crisis is actually the research on the development of the enterprise.
Public relations crisis plays an important role in marketing, when companies have emergencies or major accidents occur, will face greater pressure of public opinion, the corporate image will receive serious damage to public relations, enterprises will be in a state of crisis, enterprises in the public relations process if you can't deal with the crisis, will be the great obstacle to enterprise development. Regardless of which enterprises will meet the public relations crisis, this article introduces the crisis, crisis and crisis public relations strategy, carried out the research work of this paper from the basic concept of interpretation and analysis, from the characteristics of public relations crisis introduced, aimed at through the analysis of the characteristics of public relations crisis, to understand the application of crisis public relations strategies and practical significance; then introduces the principles of crisis public relations, through the understanding of the principles of crisis public relations, to reference in practical applications; public crisis Close the program and plan is from a theoretical point of view, the last theory, through this research, the Hewlett-Packard Co in this paper how to carry out public relations crisis made the theoretical groundwork; crisis PR strategy selection by introducing several crisis PR strategy to explain the enterprise crisis public relations can be used when the strategies and the matters needing attention after; public relations for the Hewlett-Packard Co and several crises have views of some of HP, for several times of crisis public relations strategy analysis and in-depth analysis, summarize the experience and lessons, a most important part in public relations impact on the industry and other industries and enterprises in crisis and subtle inspiration.

【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】：2013
【分類號】：F272.3;F416.671

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