网络媒体中的产品伤害、危机传播过程与企业应对策略适配性研究——以双汇事件为例  

Study on the Fitness between Enterprise Response Strategy and Information Transmission on Network Media under Product-harm Crisis:Using Shuanghui Event as an Example

作　　者：汪兴东[1] 郭锦墉[1] 陈胜东[1] 

机构地区：[1]江西农业大学经济管理学院,江西南昌330045

出　　处：《江苏商论》2012年第7期56-59,共4页Jiangsu Commercial Forum

基　　金：国家自科基金项目(71063008);教育部人文社科项目(10YJC630227);江西省社科规划项目(11GL41)

摘　　要：本文以双汇事件为案例,通过纵向跟踪网络媒体对此次事件的传播过程,企业在各危机阶段的应对方式,以及分析危机传播与企业应对之间的适配性,发现从总体上看,双汇的应对策略与危机传播过程适配性良好,但在某些策略的选择和执行上产生一些的偏差,在一定程度上影响策略的效果。Using Shuanghui event as a study case,this article analyzed the fitness between enterprise response strategy and information transmission on network media under product-harm crisis,through longitudinal tracking the transmission process on the internet and the response strategy in different crisis stage about this event.Result shows that generally the response strategy fits the information transmission well,but some strategies were deviated in selection and implementation,which affected the effectiveness of the strategy to a certain extent.

关 键 词：网络媒体 危机传播 企业应对 适配性 

分 类 号：F713.36[经济管理—产业经济]