奇瑞QQ的危机公关策略研究.pdfVIP

奇瑞 QQ 的危机公关策略研究 摘 要 如何有效地进行危机公关是我国企业在生存和发展中一个不可忽视的重要课 题。企业要健康地生存和发展就必须重视公共关系，公共关系是从发达国家引入的 管理理念和管理技术，并在中国的改革实践中取得了卓越的成效。建立良好的危机 预警机制，是企业预防和管理危机的工作中非常重要的一个环节，避免了在危机来 临时企业的被动局面。奇瑞公司作为一个国产汽车制造企业，奇瑞 QQ 在国际、国 内激烈的竞争环境中，凭借巧妙的危机公关，从产品诞生到上市后，在连遭竞争对 手围堵攻击的情况下，从政府公关到媒体公关成功地进行了突围，其危机公关策略 值得国内同行业及其他行业企业的借鉴。 关键词: 奇瑞QQ,危机公关,预警机制 I 奇瑞 QQ 的危机公关策略研究 Abstract It is an important subject that cant be ignored in surviving and developing of enterprise of our country how to carry on the public relations of the crisis effectively. Enterprise afford to want health, public relations from developed country has made the remarkable effect in the reform practice of China. It is a very important link in the work that enterprises prevent and manage the crisis to set up the good early warning mechanism of crisis, have avoided the passive states of enterprises when the crisis comes. Chery Company, as a domestic automobile manufacturing company, Chery QQ in the international and domestic competition environment, relied on the ingenious public relations of crisis, having succeeded in breaking out from governments public relations to public relations of the media, its tactics of public relations of crisis deserves the reference of domestic same trade and other trade enterprise. Keyword ：Chery QQ, Crisis public relations, Early warning mechanism II 奇瑞 QQ 的危机公关策略研究 目 录 摘 要 I Abstract II 第一章 前 言 1 第二章 奇瑞QQ的公共关系环境 2 2.1 奇瑞QQ宏观公共关系环境分析2 2.1.1 奇瑞QQ 的政策、地域公共关系状态2 2.1.2 奇瑞QQ 的行业公共关系状态3 2