從“三鹿”奶粉危機談營銷危機管理

摘 要
“三鹿”奶粉事件所引發(fā)的三聚氰胺問題不斷惡化，奶產(chǎn)品遭遇整體信譽危機。面對市場經(jīng)濟條件下的激烈競爭，營銷危機爆發(fā)的機率越來越大。如何預防和應付各種突如其來的營銷危機，保持企業(yè)自身競爭優(yōu)勢，已經(jīng)成為現(xiàn)代企業(yè)亟待解決和思考的問題。對企業(yè)而言，營銷危機既意味著危險，也意味著機遇，具有突發(fā)性、蔓延性、危害性、被動性等特點。企業(yè)應進行預警分析和預控，開展危機營銷，注重加強與公眾的溝通和聯(lián)系, 使良好的公關(guān)狀態(tài)得以維持或恢復，從而轉(zhuǎn)危為安，促進企業(yè)的發(fā)展。
關(guān)鍵詞：營銷危機；危機預警；溝通策略；三鹿集團；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)應對三鹿事件危機................(3)
1.6 第六階段：后續(xù)..........................................(3)
2  危機的基礎(chǔ)理論研究..........................................(4)
2.1 危機的特性..............................................(4)
2.2 危機的生命周期..........................................(4)
2.3 危機的誘因及分類........................................(5)
3  危機營銷預警................................................(7)
3.1 危機預警系統(tǒng)............................................(7)
3.2 危機預控................................................(7)
4  危機營銷管理................................................(11)
4.1 危機營銷管理的定義......................................(11)
4.2 危機營銷管理的作用......................................(11)
4.3 危機營銷管理的原則......................................(11)
4.4 危機營銷管理的內(nèi)容......................................(13)
5  結(jié)論與展望..................................................(16)
致謝...........................................................(17)
參考文獻................................................