【摘要】：社交新媒體的發(fā)展對企業(yè)危機傳播管理的模式產(chǎn)生了巨大影響。傳統(tǒng)媒體時期危機傳播的主要渠道是機構(gòu)媒介,重要的是維護好與媒介機構(gòu)的關(guān)系,而社交新媒體時期,渠道是開放的,社會上每個人均可在社交新媒體上進行意見表達,這也為企業(yè)在社交新媒體時期開展危機傳播管理帶來了新的問題和挑戰(zhàn)。中國乳品企業(yè)作為社會關(guān)注度較高的行業(yè),危機事件比較突出,在此環(huán)境下,分析研究中國乳品企業(yè)危機傳播管理具有較強的參考意義�；诖�,筆者以中國乳品企業(yè)為切入點,進行社交新媒體危機傳播管理研究,本文通過對傳統(tǒng)媒體時期、社交新媒體時期乳業(yè)危機傳播管理案例進行剖析,發(fā)現(xiàn)在社交新媒體時期,中國乳品企業(yè)在危機傳播管理中存在許多問題,如容易滋生謠言、定位不清以及缺乏整體戰(zhàn)略規(guī)劃等問題,并總結(jié)出了一些應(yīng)對危機傳播管理的策略和方法,如充分發(fā)揮社交新媒體的社會溝通功能,通過社交新媒體與社會公眾加強感情聯(lián)絡(luò),及開展公益活動等,以此來提升中國乳品企業(yè)在社交新媒體時期的危機傳播管理水平,并為中國企業(yè)的危機傳播管理和社會公共關(guān)系維護提供參考和借鑒。
[Abstract]:The development of new social media has a great impact on the mode of corporate crisis communication management. The main channel of crisis communication in the traditional media period is the institutional media. It is important to maintain good relations with the media organizations. In the new social media period, the channels are open, and everyone in society can express their opinions on the new social media. This also brings new problems and challenges for enterprises to carry out crisis communication management in the period of new social media. As the industry with high social concern, the crisis events of Chinese dairy enterprises are more prominent. Under this environment, it is of great significance to analyze and study the crisis communication management of Chinese dairy enterprises. Based on this, the author takes the Chinese dairy enterprises as the breakthrough point, carries on the social new media crisis dissemination management research, through the traditional media period, the social new media period dairy industry crisis dissemination management case analysis, the article carries on the analysis to the traditional media period, the social new media period dairy industry crisis dissemination management case, It is found that in the period of new social media, there are many problems in the crisis communication management of Chinese dairy enterprises, such as easy to breed rumors, unclear positioning and lack of overall strategic planning, etc. And summarizes some strategies and methods of crisis communication management, such as giving full play to the social communication function of new social media, strengthening emotional contact with the public through new social media, and carrying out public welfare activities, etc. In order to improve the crisis communication management level of Chinese dairy enterprises in the new social media period, and provide reference and reference for the crisis communication management and social public relations maintenance of Chinese enterprises.
【學位授予單位】：內(nèi)蒙古大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.82;G206

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本文編號：2357250