浅析企业危机公关战略的构建—以“丰田召回事件”为例

摘  要

在当今复杂多变的商业环境中，现代企业无时无刻都面临着各种危机的威胁，如何摆脱危机的威胁，减小危机带来的损害，并从中发现机会，对企业的管理者来说一直都是个很大的挑战。在世界经济一体化、竞争全球化和社会信息网络化的背景下，任何组织和企业，无论其规模、性质和类型如何，在其产生、发展、成熟和衰弱的各个过程中，都免不了出现各种各样的危机。因此，危机公关成为每个企业必须面对的一个问题。
本文较为系统的研究分析了有关企业危机公关的问题，先在企业战略管理、危机公关的相关理论的基础上分析出危机公关对一个企业的重要性，然后引入“丰田召回事件”作为全文的一个生动例证，从较为全面的角度来分析丰田公司的危机公关，从而进一步得出启示，同时为企业危机公关战略的构建提供依据。

关键词  战略；危机公关；“丰田召回事件”
ABSTRACT

Modern business confronts various kinds of threat result resulting from crisis in any time in the complicated and changeable business environment today. Thus it’s a great challenge for the business administrator that how to get rid of the threat of crisis and find chance. In the background of world economic integration, global competition and social information network, any organizations and companies, regardless of its size, nature and types, will inevitably experience a variety of crises in the process of its production, development, maturity and weakness. Therefore, every enterprise must face the problem of crisis public relations.
This paper studied and analyzed the issues related to enterprises’ crisis public relations systematically, which discussed in three parts, and the key point is in the second part, that is the case study of “ Toyota recall” . In the first part, it explained the theory of crisis and crisis public relations, then on the basis of this theory, analyzed the importance of crisis public relations to an enterprise. Next, it introduced “Toyota recall” as the most vivid example of this paper, analyzed the advantages and disadvantages of Toyota crisis public relations from a comprehensive perspective, thus got further inspiration and At the same time for the construction of enterprise crisis public relations strategy provides the basis.

Key words  Strategy;Crisis public relations;“Toyota recalls”

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】