麦当劳公司危机公关策略研究.docx

Document serial number【UU89WT-UU98YT-UU8CB-UUUT-UUT108】
麦当劳公司危机公关策略研究
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, peer competition or other special events, often can make the enterprise be immersed in crisis. The McDonald's Corporation 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 examples, introduces the crisis incident, the measures taken and results, and proposes the Macdonald did not do a good job in crisis early warning system, on their own products supervision and inspection mechanism is not in place, and the lack of consumers need communication and other places that need to be improved. Finally, the article draws inspiration, in the face of the enterprise crisis, should be held responsible, sincere communication, 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 strategy
目 录
结 论 17
致 谢 18
参 考 文 献 19
附录A 译文 20
附录B 《Brand Strategy Research》 24
1 麦当劳典型公关事件及其产生原因分析
随着社会环境的快速变动和经济的高速发展，我国食品行业危机频频发生，食品企业负有保障食品安全的责任，各类社会组织不断经受危机的考验。麦当劳公司作为全球餐厅网络最大的餐饮集团。在中国，麦当劳公司实施本土化战略使营业利润飞速增长。但是“消毒水事件”、“薯条风波”、“出售过期食品”等危机的出现，使消费者对于麦当劳公司产生了信任危机。麦当劳公司沉着应对，以适当的措施化解了这些危机，维护了企业形象。本文从麦当劳公司的危机公关入手，分析危机公关的策略及其在企业管理中的重要作用。