中国企业危机管理中的广告策划运用

论文编号:GS004  字数:27026.页数:42

摘要
“危机管理”现已经成为现代社会企业管理中不可或缺的一部分，尤其是在我国在加入WTO之后，各企业发生危机的概率增大，大力增强企业危机意识并进行有效的危机管理刻不容缓。
本文主要研究对象是中国企业的危机管理与广告策划。研究目的是剖析中国企业的危机管理的发展状况并通过研究广告在企业处理危机时发挥的作用来寻找出两者最佳的契合点。
本文首先从宏观的企业危机管理的重要性入手，介绍企业危机管理的基本概念定义。中国的危机管理起步很晚，导致众多企业在遇到危机之后手足无措，毫无抵抗之力。本文随后以两个中国早期危机案例作为典范进行分析借鉴，总结中国企业危机的通病。
其次分析微观的广告在危机管理中的意义、作用。再针对现代企业在经营过程中容易发生的危机结合案例进行分析总结。
在这一过程中，将危机管理中的广告形式分两类，分为危机前与危机处理时。本文在分析这一章节时引用了大量的案例进行说明。以求得出的结论真实且准确。
对危机管理中的广告策划的研究是一个比较新的课题，但是对于还处于危机管理起步阶段的中国企业是非常有意义且有必要的。

Abstract
       " crisis management " has already become an indispensable part in modern social business administration now，especially after joining WTO in our country，every enterprise probability of crisis increase , strengthen enterprise's crisis awareness and manage very urgently the effective crisis in a more cost-effective manner.
This text proceeds with importance of enterprise crisis management of the macroscopic at first, recommend the basic conception of enterprise's crisis management to define. The crisis management of China starts very late, causes numerous enterprises to be helpless and without resources after meeting the crisis, there is no strength resisted at all. This text is it is it draw lessons from to analyse to go on with two China early crisis case as model afterwards, summarize the common fault of the crisis of Chinese enterprise.
Secondly analyse the advertisement meaning , function in the crisis is managed of the microcosmic. Apt crisis that take place combine case analyse that summarizes in the course of management to modern enterprise and then.
In this course, divide into two by advertising form of management crisis, is it punish for crisis with the crisis to divide. The conclusion in order to happen is true and accurate.
Manage to it studies to be one new subject advertisement plan in to crisis, but to at crisis manage Chinese enterprise of starting stage very meaningful and necessary also.
关键词：危机管理   广告策划   品牌价值

目录
中国企业危机..................................................................... 1
管理中的广告策划运用..............................................................1
摘要..............................................................................1
Abstract ........................................................................ 2
绪论 ............................................................................ 3
第一章  企业危机管理的研究价值与意义..............................................4
一、国内外研究状况................................................................4
二、论文主题的研究价值与意义......................................................5
第二章  企业危机管理述评..........................................................7
一、企业危机管理的定义............................................................7
二、企业危机管理的目标 ...........................................................7
三、企业危机管理的步骤 ...........................................................8
第三章  中国早期危机管理失败典型案例评析..........................................9
一、广告能“载舟”亦能“覆舟” .................................................. 9
二、无法避免的消费者纠纷.........................................................11
第四章．广告在企业危机管理中发挥的微观作用 ......................................15
第五章危机管理中的广告策划形式..................................................17
一、危机发生前的广告策划 ........................................................17
二、危机处理中的广告策划运用.....................................................20
（一）道歉式广告.................................................................20
（二）维护声誉型广告.............................................................22
（三）重塑企业品牌形象广告 ......................................................24
（四）促进企业品牌价值再定位 ....................................................32
总结.............................................................................38
致谢.............................................................................39
参考文献.........................................................................39