新媒体语境下体育品牌应对舆论危机的策略研究——以“315耐克气垫门”事件为例  

Strategy of Public Opinion Crisis of Sports Brand Name in New Media Context

作　　者：李进[1] 王真真[1] LI Jin WANG Zhenzhen(Graduate Dept., Wuhan Sports Univ., Wuhan 430079, Chin)

机构地区：[1]武汉体育学院研究生院,湖北武汉430079

出　　处：《体育成人教育学刊》2017年第5期40-42,59,共4页Journal of Sports Adult Education

基　　金：国家社会科学基金项目(15BTY091)

摘　　要：在新媒体传播语境下,体育品牌面临着复杂的网络舆论环境,既有传统媒体针对企业产品、服务质量的监督,也有社交媒体对企业危机事件的传播发酵。"315耐克气垫门"事件肇始于新媒体,耐克公司缺乏有效的舆情预警机制导致被传统媒体引爆,持续在新媒体平台发酵后耐克公司应对策略失当,最终严重影响了耐克的品牌形象。根据4R危机管理理论,企业的危机管理包括缩减、准备、反应、恢复四个阶段,体育品牌在进行舆论危机管理时,应利用新媒体工具进行有效的舆情预警,积极准备应对策略;在危机发生后利用新媒体渠道迅速反应,态度诚恳及时回应公众质疑;在危机恢复阶段,应整合多种媒体资源,发挥体育品牌自身的形象特点积极进行品牌形象恢复,预防危机再度发生。In the new media context,the sports brand name has encountered internet media environment where there is supervision of products and services from the traditional media and the spreading of enterprise crisis from the social media.The 315 Nike cushion event is started from the new media and the Nike company lack the effective media precaution system and the treatment strategy is not appropriate.According to 4 Rcrisis management theory,the company crisis management includes deduction,preparation,reaction and recovery.In the media crisis management,the sports brand name should uses the new media tool to conduct appropriate media precaution and countermeasure in the media crisis management,uses new media to provide rapid response after the crisis and integrate various media resources to recover the brand image in the crises recovery.

关 键 词：新媒体 体育品牌 耐克气垫门 网络舆论危机 危机管理 

分 类 号：G80-05[文化科学—运动人体科学]