【摘要】：社交新媒體的發(fā)展對(duì)企業(yè)危機(jī)傳播管理的模式產(chǎn)生了巨大影響。傳統(tǒng)媒體時(shí)期危機(jī)傳播的主要渠道是機(jī)構(gòu)媒介,重要的是維護(hù)好與媒介機(jī)構(gòu)的關(guān)系,而社交新媒體時(shí)期,渠道是開(kāi)放的,社會(huì)上每個(gè)人均可在社交新媒體上進(jìn)行意見(jiàn)表達(dá),這也為企業(yè)在社交新媒體時(shí)期開(kāi)展危機(jī)傳播管理帶來(lái)了新的問(wèn)題和挑戰(zhàn)。中國(guó)乳品企業(yè)作為社會(huì)關(guān)注度較高的行業(yè),危機(jī)事件比較突出,在此環(huán)境下,分析研究中國(guó)乳品企業(yè)危機(jī)傳播管理具有較強(qiáng)的參考意義�；诖�,筆者以中國(guó)乳品企業(yè)為切入點(diǎn),進(jìn)行社交新媒體危機(jī)傳播管理研究,本文通過(guò)對(duì)傳統(tǒng)媒體時(shí)期、社交新媒體時(shí)期乳業(yè)危機(jī)傳播管理案例進(jìn)行剖析,發(fā)現(xiàn)在社交新媒體時(shí)期,中國(guó)乳品企業(yè)在危機(jī)傳播管理中存在許多問(wèn)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(wèn)題,并總結(jié)出了一些應(yīng)對(duì)危機(jī)傳播管理的策略和方法,如充分發(fā)揮社交新媒體的社會(huì)溝通功能,通過(guò)社交新媒體與社會(huì)公眾加強(qiáng)感情聯(lián)絡(luò),及開(kāi)展公益活動(dòng)等,以此來(lái)提升中國(guó)乳品企業(yè)在社交新媒體時(shí)期的危機(jī)傳播管理水平,并為中國(guó)企業(yè)的危機(jī)傳播管理和社會(huì)公共關(guān)系維護(hù)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(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.82;G206

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本文編號(hào)：2357250