海底捞危机公关试卷.docVIP

PAGE  编号 “海底捞勾兑门事件”危机公关 Haidilao bone soup blending events crisis public relations 学 生 姓 名陈雪婷专 业广告学学 号131121111指 导 教 师郭桂萍学 院文学院 二〇一五年七月 摘要 2011年8月一篇名为《记者卧底海底捞·揭秘》的报道揭露了海底捞骨汤勾兑、产品不承重、偷吃等问题，引起社会轩然大波。事件曝光当天 ，海底捞官网及官方微博发出《关于媒体报道事件的说明》 ，声明语气诚恳，承认勾兑事实及其他存在的问题，感谢媒体监督，并对勾兑问题进行客观澄清。海底捞在处理本次危机时，不仅反应速度快，而且做到了第一时间承认错误，勇于承担责任。这种遇事不隐瞒、不让员工担责、派心理辅导师宽慰员工的真诚、担当、到位的做法得到了消费者的理解，海底捞此次危机公关处理值得许多企业借鉴学习。 关键词：海底捞 危机公关 速度 责任 态度 Abstract In August 2011, a paper entitled reporter undercover, haidilao revelation, reports revealed the blending haidilao bone soup, does not bearing products, such as eating problems, cause social quite a stir. Revelations on the same day, haidilaos official website and the official weibo for an explanation of media event, the statement sound sincere, blending acknowledgement and other problems, thank the media supervision, and objective to clarify the blending problem. Haidilao in dealing with the crisis, not only reaction speed, admit mistakes and made it the first time, have the courage to take responsibility. This something not conceal, dont let the staff accountable, psychological counselling division relief staff sincerely, bear, in place of the understanding of consumers, haidilao the crisis public relations handling is worthy of reference for many enterprises to study. Key words Haidilao;crisis pr;speed;responsibility;attitude 目录 TOC \o 1-3 \h \u  HYPERLINK \l _Toc28341 “海底捞勾兑门事件”危机公关  PAGEREF _Toc28341 - 0 -  HYPERLINK \l _Toc14724 摘要  PAGEREF _Toc14724 - 1 -  HYPERLINK \l _Toc32307 Abstract  PAGEREF _Toc32307 - 2 -  HYPERLINK \l _Toc14470 一 海底捞简介  PAGEREF _Toc14470 - 3 -  HYPERLINK \l _Toc18775 二 海底捞勾兑门事件  PAGEREF _Toc18775 - 4 -  HYPERLINK \l _Toc3250 1 微博 “海底捞体”风行  PAGEREF _Toc3250 - 4 -  HYPERLINK \l _Toc426 2 勾兑门事件曝光  PAGEREF _Toc426 - 5 -  HYPERLINK \l _Toc17497 三 “勾兑门”对海底捞造成的负面影响  PAGEREF _Toc17497 - 5 -  HYPERLINK \l _Toc15221 四 海底捞危机公关处理  P