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麦当劳与家乐福在央视“3·15”晚会对其曝光后分别发布微博进行危机沟通。文章以形象修复理论为指导,采用内容分析法对其沟通策略进行分析评估。结论显示:从内部分析来看,两企业在形象修复上各自采用了三大策略,其中共同采用的纠错行为策略和表示歉意策略均效果良好,但麦当劳的危机最小化策略效果较差,家乐福的强化支持策略效果较好;从外部分析来看,两企业与媒体沟通效果较好,但与网民沟通效果不大乐观。通过以上分析得出了四方面的思考:形象修复时效性、形象修复策略选择、微博精准化个性化传播、策略局限性。
McDonald’s and Carrefour in the CCTV “3 15 ” after the exposure of their respective release microblogging crisis communication. Guided by the theory of image restoration, the article uses content analysis method to analyze and evaluate its communication strategy. The conclusion shows that, from the perspective of internal analysis, the two companies each adopt three strategies in their image restoration. Among them, the common error correction strategy and apology strategy all work well, but McDonald’s crisis minimization strategy is less effective. Carrefour Strengthen the support strategy is better; from an external point of view, the two enterprises communicate well with the media, but not optimistic about the communication with users. Through the above analysis, it draws four aspects: the timeliness of image restoration, the choice of image restoration strategy, the personalized transmission of Weibo precision and the limitation of strategy.