基于AHP模糊综合评判的公关危机处理能力评价  

An Evaluation of PR Crisis Management Capability Based on the Analytic Hierarchy Process

作　　者：杜岩[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：《技术与创新管理》2009年第6期739-741,749,共4页Technology and Innovation Management

基　　金：山东省教育厅社科计划项目"企业公关危机管理机制模型构建"(S07YD18);山东省社会科学规划研究项目"企业公关危机管理体系构建研究"(08JDC026)

摘　　要：面对日益复杂的市场经济和组织内外环境,企业必须进行有效的公关危机管理,从而避开威胁、创造机遇,通过危机重塑自身形象。公关危机处理能力的评价有助于企业认清自身缺陷,针对薄弱环节加强演练。建立公关危机处理能力评价体系,通过层次分析法建立模型,对这种能力进行分析和评价,认为某些因素或能力在该体系中占有重要的地位。最后对结果进行了解释说明并提出该领域的研究展望。Faced with an increasingly complex market economy and the internal and external environment of organizations, enterprises need effective public relations crisis management, so as to avoid threats, create opportunities, and remodel their own image through the crisis. The evaluation of management ability of public relations crisis will help enterprises understand their own shortcomings, strengthen the weak links for exercises. This paper establishes an evaluation system of PR crisis management capacity, establishes a model using AHP, analyzes and evaluates the ability, holds that certain factors or capacity in the system played an important role. Finally, this paper explaines the results and raises the prospect in the field.

关 键 词：公关危机管理 层次分析法 评价体系 

分 类 号：F270[经济管理—企业管理]