從“三鹿”奶粉危機(jī)談營(yíng)銷危機(jī)管理

摘 要
“三鹿”奶粉事件所引發(fā)的三聚氰胺問(wèn)題不斷惡化，奶產(chǎn)品遭遇整體信譽(yù)危機(jī)。面對(duì)市場(chǎng)經(jīng)濟(jì)條件下的激烈競(jìng)爭(zhēng)，營(yíng)銷危機(jī)爆發(fā)的機(jī)率越來(lái)越大。如何預(yù)防和應(yīng)付各種突如其來(lái)的營(yíng)銷危機(jī)，保持企業(yè)自身競(jìng)爭(zhēng)優(yōu)勢(shì)，已經(jīng)成為現(xiàn)代企業(yè)亟待解決和思考的問(wèn)題。對(duì)企業(yè)而言，營(yíng)銷危機(jī)既意味著危險(xiǎn)，也意味著機(jī)遇，具有突發(fā)性、蔓延性、危害性、被動(dòng)性等特點(diǎn)。企業(yè)應(yīng)進(jìn)行預(yù)警分析和預(yù)控，開展危機(jī)營(yíng)銷，注重加強(qiáng)與公眾的溝通和聯(lián)系, 使良好的公關(guān)狀態(tài)得以維持或恢復(fù)，從而轉(zhuǎn)危為安，促進(jìn)企業(yè)的發(fā)展。
關(guān)鍵詞：營(yíng)銷危機(jī)；危機(jī)預(yù)警；溝通策略；三鹿集團(tuán)；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 錄
中文摘要.......................................................(Ⅲ)
Abstract.......................................................(Ⅳ)
目錄...........................................................(Ⅴ)
引言...........................................................(1)
1  “三鹿”奶粉事件的始末......................................(1)
1.1 第一階段：消費(fèi)者投訴三鹿................................(1)
1.2 第二階段：各省市出現(xiàn)“結(jié)石嬰兒”........................(1)
1.3 第三階段：“三鹿”承認(rèn)奶粉污染...........................(2)
1.4 第四階段：有關(guān)事件處理..................................(2)
1.5 第五階段：部分奶制品企業(yè)應(yīng)對(duì)三鹿事件危機(jī)................(3)
1.6 第六階段：后續(xù)..........................................(3)
2  危機(jī)的基礎(chǔ)理論研究..........................................(4)
2.1 危機(jī)的特性..............................................(4)
2.2 危機(jī)的生命周期..........................................(4)
2.3 危機(jī)的誘因及分類........................................(5)
3  危機(jī)營(yíng)銷預(yù)警................................................(7)
3.1 危機(jī)預(yù)警系統(tǒng)............................................(7)
3.2 危機(jī)預(yù)控................................................(7)
4  危機(jī)營(yíng)銷管理................................................(11)
4.1 危機(jī)營(yíng)銷管理的定義......................................(11)
4.2 危機(jī)營(yíng)銷管理的作用......................................(11)
4.3 危機(jī)營(yíng)銷管理的原則......................................(11)
4.4 危機(jī)營(yíng)銷管理的內(nèi)容......................................(13)
5  結(jié)論與展望..................................................(16)
致謝...........................................................(17)
參考文獻(xiàn)................................................