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风险社会的存在使企业面临众多突发事件的挑战,如果处理不当会直接影响企业的营销活动。因此,在现代社会中企业必须学会危机营销管理。在危机事件中通常企业的形象会受到冲击和影响,因此尤其要注意企业形象管理与媒体管理。本文的主旨在于企业应通过战略联盟的方式多维度构建传媒关系管理系统来塑造和提高企业形象,激励和引导公众共同克服危机,使企业在危机中化险为夷,甚至是转危为机。
The existence of risk society makes enterprises face many emergencies, if not handled properly will directly affect the marketing activities of enterprises. Therefore, in modern society, enterprises must learn crisis marketing management. In the event of a crisis, the image of the company is usually affected and affected. Therefore, pay special attention to corporate image management and media management. The main point of this paper is that enterprises should establish a media relations management system through multi-dimensional strategic alliances to shape and improve the corporate image, encourage and guide the public to overcome the crisis together, and make the enterprises take the risk in the crisis or even turn the crisis into opportunities.