上海迪士尼“翻包事件”的危机营销  

The Crisis Marketing of Shanghai Disney’s "Rummaging Event"

作　　者：袁亚忠 谢淑妍 YUAN Yazhong;XIE Shuyan

机构地区：[1]广东财经大学地理与旅游学院,广东广州510320

出　　处：《商业经济》2020年第5期54-57,109,共5页Business & Economy

基　　金：广东省研究生教育创新计划项目阶段性成果(2019SFKC28).

摘　　要：企业公关危机是否得到妥善处理,直接影响着其能否在消费者心中树立良好的企业形象。上海迪士尼自2016年开园以来就颇受瞩目,但2019年年初的"翻包事件"的处理却将其推向舆论的风口浪尖,期间上海迪士尼在处置事件过程中暴露出诸多问题。文章梳理这一事件的缘起及演化过程,针对存在的问题进行了分析,最后提出了建立危机预防机制以及在危机发生时从文化入手进行差异化管理等危机营销策略,旨在为其他企业在公关危机的处理上提供参考借鉴。Whether the public relations crisis of enterprises is properly handled directly affects whether they can establish a good corporate image in the minds of consumers.Shanghai Disney has been in the spotlight since the park opened in 2016,but its handling of the"Rummaging Event"in early 2019 has put it in the teeth of the storm,during which many problems were exposed.This paper sorts out the origin and evolution process of this incident,analyzes the existing problems,and finally puts forward some crisis marketing strategies,such as establishing a crisis prevention mechanism and differentiated management from the perspective of culture when the crisis occurs,so as to provide reference for other enterprises in dealing with public relations crisis.

关 键 词：危机营销 上海迪士尼 翻包事件 

分 类 号：F275[经济管理—企业管理]