基于东航事件的企业公关危机管理体系构建  

Building Crisis Management Systems:Lessons from China Eastern Airlines' Public Relations Fiasco

作　　者：杜岩[1] 程永运[1] 张玉恒[1] 

机构地区：[1]山东经济学院工商管理学院,山东济南250014

出　　处：《管理案例研究与评论》2008年第5期42-52,共11页Journal of Management Case Studies

基　　金：山东省教育厅社科计划项目(S07YD18)

摘　　要：纷扰一时的东航"返航"事件,最终以巨额赔款,企业形象受损而告终。这起被称为"空难"的公关危机事件,恰如一枚多棱镜,折射出企业公关危机管理的诸多问题。东航事件为我们研究企业公关危机管理提供了很好的研究材料。本文基于公关危机管理的系统理论,以东航事件为例,着重分析企业公关危机管理存在的问题,并针对我国企业公关危机管理存在的缺陷,探讨如何从公关危机理念与文化塑造、公关危机管理的组织与制度保障、公关危机的管理与执行三方面来构建适合我国企业的全面系统的公关危机管理体系。The China Eastern Airline's(CEA)unofficial strike by the pilots——the 'Returning without landing' event,eventually came to an end with huge financial loss.The company's image is severely damaged.It has been called the 'disastrous' public relations crisis incident,which reflects many public relations crisis management(PRCM)issues of the enterprise.The CEA 'Returning without landing' event provides a very good research material for us to study the enterprise public relations crisis management system.This paper is based on the public relations crisis management's system theory,which takes the CEA incident as an example,identifies problems with the PRCM of companies in China.It aims at helping companies building a comprehensive system for PRCM suitable for our country's economic and cultural environment.The organization and implementation of the PRCM is also discussed.

关 键 词：公关危机 公关危机管理 公关危机管理体系 

分 类 号：F272[经济管理—企业管理]