汽车企业危机管理与品牌形象重塑研究

发布时间：2018-01-08 09:39

本文关键词：汽车企业危机管理与品牌形象重塑研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：汽车产业是我国目前国民经济中的重要产业部门,它不仅在提供广大的就业岗位,应用新的科技研发成果和带动相关产业快速发展上起到了积极作用,同时也为我国国民生产创造了高额的产值、利润和税收,对我国经济的快速发展产生了十分巨大的推动效应。然而,近些年来,关于汽车企业的危机事件层出不穷,汽车产业的发展正面临着前所未有的危机与挑战。如何积极防范和应对汽车企业危机,是国内相关专家和学者共同关注的焦点。本文首先概括了汽车企业危机的定义,区分了汽车企业危机的类型,阐述了汽车企业危机爆发的成因,最后分析了在新媒体环境下的汽车企业面临的各类危机情况。接着通过比较分析电动汽车起火的案例和奥迪与JEEP危机管理的案例,讲述了国内外汽车企业在汽车危机发生时的危机处理方法。最后论述了在新媒体环境下汽车企业的危机管理与品牌形象重塑的具体管理手段和措施。在汽车的品牌管理和形象塑造中,汽车企业和相关部门要树立好危机意识,提高对危机的防范、识别、应对、平息和品牌重塑的能力。遇到危机要正视危机、化解危机,通过媒体将危机的处理结果向社会公布,利用舆论导向作用转“危”为“机”,重塑品牌正面形象。在维护品牌日常形象的同时,建立危机预警机制和防范措施,与媒体建立友好关系,有针对性地对汽车企业危机进行预判和管理,从而促进整个汽车行业高速、健康、可持续的发展。
[Abstract]:The automobile industry in China is the important industry of national economy, it is not only to provide the majority of jobs, plays a positive role in science and technology achievements in research and development of new applications and promote the rapid development of related industries, but also to create a high value for our national production, profits and taxes, the effect is to promote great for the rapid development of China's economy. However, in recent years, about the automobile enterprise crisis events emerge in an endless stream, the development of the automobile industry is facing a hitherto unknown crisis and challenges. How to actively prevent and respond to automobile enterprise crisis, is the common focus of domestic experts and scholars. This paper generalizes the definition of automobile enterprise crisis the distinction between the types of automobile enterprise crisis, expounds the causes of automobile enterprise crisis, finally analyzes under the new media environment in automobile enterprises All kinds of crisis. Then through the comparative analysis of electric vehicle fire case and Audi and JEEP crisis management case about crisis management method of domestic and foreign automobile enterprises in the automotive crisis. Finally discusses the specific management methods and measures in crisis management and brand image of automobile enterprises under the new media environment. Automobile brand management and image building, automobile enterprises and relevant departments to establish a good sense of crisis, the crisis to improve the prevention, recognition, coping, and rebranding. The ability to quell the crisis must face up to the crisis, to resolve the crisis, the results will be announced through the media crisis management to the society, change the "crisis" to "" using the guiding role of public opinion to reshape the brand positive image. In the maintenance of brand image daily at the same time, the establishment of warning mechanism and preventive measures, to establish friendly relations with the media, targeted To predict and manage the automobile enterprise crisis, so as to promote the entire automotive industry high speed, healthy and sustainable development.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.471;F272.3;F273.2

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