麦当劳公司危机公关策略研究.doc.doc

麦当劳公司危机公关策略研究摘要管理不善、同行竞争或外界的特殊事件,往往会使企业陷入危机。文章就麦当劳公司的危机公关策略展开研究。首先,从麦当劳的发展现状入手,运用举例论证的方法,以麦当劳的消毒水事件和过期食品事件等为例,介绍了危机事件的起因、采取的措施及处理结果,并提出麦当劳没有做好危机预警系统,对自身产品的监督检验机制不到位,缺少与消费者必要的沟通等有待改进的地方。最后,文章得出启示, 企业在面对危机的时候,应该秉承承担责任,真诚沟通,权威证实,速度第一的原则,并做到危机出现前,积极预防,尽量避免,危机结束后,重视善后,变危机为良机。关键词企业危机;公共关系;危机处理;公关策略 The McDonald's corporation crisis public relations strategy research Abstract Mismanagement, petition or other special events, often can make the enterprise be immersed in crisis. The McDonald's Corp oration of crisis public relations strategies research. First of all, from Macdonald's development present situation, for example the use of the methods of demonstration, Macdonald disinfectant events and expired food events as example s, introduces the crisis incident, the measures taken and results, and proposes the Macdonald did not doa good job in crisis early warning system, on their own products supervision and inspection mechanism isnot in place, and the lack of consumers munication and other places that need tobe improved. Finally, the article draws inspiration, in the face of the enterprise crisis, should be held responsible, munication, authority confirmed, the speed of the first principle, and to achieve the pre-crisis, active prevention, to avoid as far as possible, after the end of the crisis, attention to after-care, turning crisis into opportunity. Keywords Enterprise crisis; Public relations ;Crisis management ;Public relations strateg y 目录 1 麦当劳典型公关事件及其产生原因分析..................................................................... 1 麦当劳公司简介............................................................................................................ 1 麦当劳的食品危机........................................................................................................ 1 麦当劳广州“消毒水”事件危机............................................................................ 1 维权日,麦当劳被曝售过期食品................................................................... 1 禽流感