从“三鹿”奶粉危机谈营销危机管理.doc

从“三鹿”奶粉危机谈营销危机管理

摘 要
“三鹿”奶粉事件所引发的三聚氰胺问题不断恶化，奶产品遭遇整体信誉危机。面对市场经济条件下的激烈竞争，营销危机爆发的机率越来越大。如何预防和应付各种突如其来的营销危机，保持企业自身竞争优势，已经成为现代企业亟待解决和思考的问题。对企业而言，营销危机既意味着危险，也意味着机遇，具有突发性、蔓延性、危害性、被动性等特点。企业应进行预警分析和预控，开展危机营销，注重加强与公众的沟通和联系, 使良好的公关状态得以维持或恢复，从而转危为安，促进企业的发展。
关键词：营销危机；危机预警；沟通策略；三鹿集团；毒奶粉事件

The study of marketing crisis management from
          the "Sanlu" milk crisis

Abstract
"Sanlu" milk powder incident triggered by the worsening problem of melamine.
Milk products experienced an overall credibility crisis.Faced with the increasingly fierce competition, the probability of marketing crisis is gradually increasing among enterprise crisis. how should the enterprises prevent and cope with marketing crisis and maintain their competitive advantages is one of problems that need to be solved urgently. For enterprises, marketing crisis means both danger, also means the oppor- tunity. It happens in a sudden, with the spread of harmful, passive and so on. Based on analysis of implication, Enterprises should be carried out early warning analysis and pre-controled. Enterprises should focus on strengthening communication with the public and so that a state of good public relations can be maintained or restored in order to pull through, and promote the development of enterprises.
 
Key words: marketing crisis; crisis warning; communication strategy;
"Sanlu" Group; Toxic milk powder incident

目 录
中文摘要.......................................................(Ⅲ)
Abstract.......................................................(Ⅳ)
目录...........................................................(Ⅴ)
引言...........................................................(1)
1  “三鹿”奶粉事件的始末......................................(1)
1.1 第一阶段：消费者投诉三鹿................................(1)
1.2 第二阶段：各省市出现“结石婴儿”........................(1)
1.3 第三阶段：“三鹿”承认奶粉污染...........................(2)
1.4 第四阶段：有关事件处理..................................(2)
1.5 第五阶段：部分奶制品企业应对三鹿事件危机................(3)
1.6 第六阶段：后续..........................................(3)
2  危机的基础理论研究..........................................(4)
2.1 危机的特性..............................................(4)
2.2 危机的生命周期..........................................(4)
2.3 危机的诱因及分类........................................(5)
3  危机营销预警................................................(7)
3.1 危机预警系统............................................(7)
3.2 危机预控................................................(7)
4  危机营销管理................................................(11)
4.1 危机营销管理的定义......................................(11)
4.2 危机营销管理的作用......................................(11)
4.3 危机营销管理的原则......................................(11)
4.4 危机营销管理的内容......................................(13)
5  结论与展望..................................................(16)
致谢...........................................................(17)
参考文献................................................