基于社会生态视角的企业公关危机营销策略研究——以“毒胶囊”危机事件为例  

The Marketing Strategy Research of Corporate P.R. Crisis From the Socio-ecological Perspective——Take “Poison Capsule” Crisis As an Example

作　　者：杜岩[1] 郭晴[1] 徐光营[1] 

机构地区：[1]山东财经大学工商管理学院,山东济南250014

出　　处：《技术与创新管理》2013年第4期325-328,354,共5页Technology and Innovation Management

基　　金：山东省社科规划项目"企业公关危机管理体系构建研究"(08JDC026)

摘　　要：现代企业处于日益复杂多变的社会环境中,公关危机成为企业面临的社会常态,对企业生存和发展有着不可忽视的影响。以"毒胶囊"事件为例,从社会生态的视角出发,提出和界定危机公关营销的概念和范畴,并通过对修正药业应对危机事件的态度进行分析,从员工、政府、公众和媒体四个方面来探讨企业面临危机时的营销策略,以期对企业应对危机形成指导作用。Since modern enterprises is facing increasingly complex and changeable social environment,the public relations crisis has become a social norm,which has significant influence on the enterprises survival and development.Taking＂poison capsule＂crisis as an example,this paper proposes and defines the concepts and categories of crisis public relations marketing from the perspective of the social ecology and has an analysis on the attitude Xiuzheng Pharmaceutical responded to this crisis.In order to form a directive guiding role for the enterprises when they are facing crises,this paper discusses the crisis marketing strategy from four aspects-employees,the government,the public and the media.

关 键 词：公关危机 社会生态 危机营销策略 “毒胶囊”事件 

分 类 号：F270.7[经济管理—企业管理]