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企业生存在一个充满危机的市场环境中,稍不注意就会陷入经营困境。近年来公关危机事件层出不穷,由此危机营销越来越受到重视,建立完善的危机营销体系迫在眉睫。本文首先明确了进行危机营销的必要性,其次分析了产生危机的原因,最终根据控制理论将危机管理划分为三个环节即前期控制、同期管理、反馈控制,并指出了各管理环节的措施方法。力求帮助企业有效实施危机营销,最大程度的减少损失,维护企业形象。
Enterprise survival in a crisis-ridden market environment, a little careless will fall into operational difficulties. In recent years, an endless stream of public relations crisis, crisis marketing more and more attention, the establishment of a sound crisis marketing system is imminent. This paper firstly clarifies the necessity of crisis marketing, then analyzes the causes of the crisis and finally divides the crisis management into three phases: early control, contemporaneous management and feedback control according to the control theory, and points out the measures of each management link . Strive to help enterprises effectively implement crisis marketing, minimize losses and safeguard the corporate image.