《2016 公关与广告国际学术论坛.香港 论文》.pdfVIP

2008 公关与广告国际学术论坛.香港 论文 三鹿集团危机对奶制品行业品牌的影响分析 丁桂兰 中南财经政法大学工商管理学院 博士 教授 通讯地址：武汉市洪山区南湖南路1 号，邮编：430073 摘要：本文以危机处理理论和品牌管理理论为基础，分析了河北省石家庄市三鹿集团“三 聚氰胺”毒奶粉事件所引发的我国奶制品行业全行业的信任危机以及对行业内各品牌的灾难 性影响。文章首先回顾了事件的来龙去脉，紧接着分析了三鹿集团毒奶粉危机对奶制品行业 品牌的影响：该事件使我国奶制品品牌遭遇前所未有的危机；将导致全行业重新洗牌，市场 分额将重新划分，品牌诚信丧失殆尽。最后文章分析了危机产生的原因：快速扩张带来的管 理失控，价格竞争带来的经营环境恶化，奶制品行业的经营模式存在弊端，政府主管部门监 管不力，企业社会责任观念缺失。文章的结论是，奶制品企业只有痛改前非，将公众的利益 放在第一位，真正负起企业的社会责任，才能重塑奶制品品牌的良好形象，营造一个安全的 行业环境。 关键词: 三鹿集团 三聚氰胺 品牌 Abstract : Based on Crisis management and Brand management, an analysis of Sanlu melamine milk causes the industry-wide crisis of confidence as well as the devastating effects of the brand in the dairy industry of China. The article first reviews the incident, followed by analyzing the impact of the poison milk made by Sanlu on the brand of dairy industry: the products ’ brands are unprecedentedly suffered by the incident of Sanlu; it will lead to industry-wide reshuffle, the market share will be re-divided and the trust of the dairy industry brand will be gone. Finally, the article analyzes the causes of the crisis: the rapid expansion has brought the management to be out of control; the price competition has brought the deteriorating business environment; there are defects in the dairy industrys business model; the government supervisor office is lack of supervision, enterprises are lack of the concept of corporate social responsibility. The article concludes that Chinas enterprises, only much they trying, will give top priority to the interests of the public, take up corporate social responsibility in order to reshape the good image of dairy products brand, and to create a safe environment for the industry. Key words: Sanlu group Melamine Brands 最近，三鹿集