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2006年,乳制品知名企业蒙牛乳业投入1亿元,在全国贫困地区500所小学按照每人每天一包的标准,向学生免费供应一年蒙牛牛奶。在社会各界为蒙牛的善举大加称赞之时,蒙牛总裁杨文俊却道出了他最担心的事:“尽管蒙牛产品有着近乎苛刻的质控体系保证,但这500所小学毕竟散布在祖国许多偏远的角落,保不准哪个地方的学生饮奶后会出现不适应。如果就此有报道说,蒙牛产品有质量问题,那蒙牛可真是受不了啊!”的确,产品/服务可以说是企业或在最广泛层面与消费者、经销商、供应商、竞争者、监管部门等发生直接而紧密关系的环节。近年来,在企业市场竞争日益激烈、消费者维权意识增强以及媒体环境日益复杂多元等诸多因素的作用下,产品服务危机日益成为各行业各企业面临的主要危机源头。据中国传媒大学广告主研究所相关调研数据显示,产品/服务危机是广告主遭遇危机的重点危机类型(参见下图),而且被访企业认为产品/服务危机属于最经常爆发的高度危机类型。本文结合企业产品/服务危机的诸多案例,归纳总结了企业在产品/服务危机传播领域、在认识和操作中存在的盲点和误区,对当前企业产品服务危机传播运作中面临的挑战和对策进行了探讨,希望对企业界的朋友有所帮助。
In 2006, Mengniu Dairy, a well-known dairy enterprise, invested 100 million yuan to supply one-year free milk of Mengniu to 500 students in 500 primary schools in poverty-stricken areas nationwide. When all walks of life praised Mengniu for its kindness, Mengniu President Yang Wenjun said what he feared most: “Although Mengniu’s products have a near-stringent quality assurance system, the 500 primary schools, after all, are scattered in many of their motherland If there is a report that Mengniu products have quality problems, then Mengniu can really stand ah! ”Indeed, products / services can be said to be business or At the broadest level, there is a direct and close relationship with consumers, distributors, suppliers, competitors, regulators and others. In recent years, with the increasingly fierce market competition in enterprises, the increasing awareness of consumer rights protection and the increasingly complex and diverse media environment, the crisis of product service has increasingly become the main source of crisis facing all enterprises in various industries. According to research data from the Communication University of China Media Research Institute, product / service crises are the type of crisis that advertisers encounter (see chart below), and the respondents consider the product / service crisis to be the most frequent type of crisis. Based on many cases of enterprise product / service crisis, this paper summarizes the blind spots and misunderstandings of enterprises in the field of product / service crisis dissemination, and analyzes the challenges and countermeasures in the current corporate product service crisis dissemination Explore, hope to help friends in the business community.