网络环境下企业危 机策略的研究.doc

网络环境下企业危机公关策略的研究 摘 要 随着互联网、移动互联网的迅速发展，当今社会进入了一个信息化的网络时代。与传统媒体时代相比较，网络时代中的信息发布机制发生了颠覆性的改变，信息传播也变得更加广泛和便捷。人人都可以成为一个自媒体，人人也都可以是信息传播者。这虽然能够为企业提供一个快捷、方便、高效的发展平台，但也为企业危机公关带来挑战。 企业只有认清网络环境下的形势，采取及时有效的企业危机公关策略，才能在危机频现的网络环境中立于不败之地。本文从选题的背景和意义入手，介绍了与本选题有关的理论知识。在对新媒体与传统媒体对比的基础上，总结了网络环境下企业危机公关的新特点，并结合案例分析了企业危机公关的策略误区，进而有针对性地提出网络环境下企业危机公关的策略。 关键词：网络环境；危机公关；策略 The Study of Enterprise Crisis Public Relation Strategies in Network Environment Abstract With the rapid development of Internet and mobile network services, todays society has entered an information era.Compared with the traditional media era, the era of information network dissemination mechanism occurred disruptive change, information dissemination has become more extensive and convenient. Everyone can become a self-media, everybody can be a disseminator of information. Although this can provide enterprises with a fast, convenient, and efficient development platform, it also brings challenges to the enterprise crisis public relations. Only when enterprises recognize the situation in the network environment and take timely and effective enterprise crisis public relations strategies to be invincible in crisis frequent network environment. From the background and significance of this paper ,it introduces the theory and knowledge related to this topic. In the new media and traditional media basic of comparison, it sums up the new features of the enterprise public relations crisis,and analyzes misunderstanding of the enterprise crisis based on cases, and thus puts forward the enterprise crisis PR strategy in network environment specifically. Key Words:network environment;crisis public relations;strategies 目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc18429 1 绪论 PAGEREF _Toc18429 2 HYPERLINK \l _Toc5731 1.1 选题的背景 PAGEREF _Toc5731 3 HYPERLINK \l _Toc4754 1.2 选题的意义 PAGEREF _Toc4754 3 HYPERLINK \l _Toc19223 1.2.1 选题的理论意义 PAGEREF _Toc19223 3 HYPERLINK \l _Toc12478 1.2.2 选题的现实意义 PAGEREF _Toc12478 4 HYPERLINK \l _Toc20180 2