20XX年麦当劳公司危机公关策略研究.docVIP

苏州科技学院本科生毕业设计（论文） PAGE PAGE I PAGE 1 麦当劳公司危机公关策略研究 摘 要 管理不善、同行竞争或外界的特殊事件，往往会使企业陷入危机。文章就麦当劳公司的危机公关策略展开研究。首先，从麦当劳的发展现状入手，运用举例论证的方法，以麦当劳的消毒水事件和过期食品事件等为例，介绍了危机事件的起因、采取的措施及处理结果，并提出麦当劳没有做好危机预警系统，对自身产品的监督检验机制不到位，缺少与消费者必要的沟通等有待改进的地方。最后，文章得出启示,企业在面对危机的时候，应该秉承承担责任，真诚沟通，权威证实，速度第一的原则，并做到危机出现前,积极预防,尽量避免，危机结束后,重视善后,变危机为良机。矚慫润厲钐瘗睞枥庑赖賃軔朧碍鳝绢懣硯涛镕頃赎巯驂雞虯从躜鞯烧论雛办罴噓剥淚軔琿閔馐虯圓绅锾潴苏琺锅苁。 关键词 企业危机;公共关系;危机处理;公关策略 The McDonalds corporation crisis public relations strategy research聞創沟燴鐺險爱氇谴净祸測樅锯鳗鲮詣鋃陉蛮苎覺藍驳驂签拋敘睑绑鵪壺嗫龄呓骣頂濺锇慪柠圖虬辏獨鰷濱賺钓崳。 Abstract Mismanagement, peer competition or other special events, often can make the enterprise be immersed in crisis. The McDonalds Corporation of crisis public relations strategies research. First of all, from Macdonalds development present situation, for example the use of the methods of demonstration, Macdonald disinfectant events and expired food events as examples, introduces the crisis incident, the measures taken and results, and proposes the Macdonald did not do a good job in crisis early warning system, on their own products supervision and inspection mechanism is not in place, and the lack of consumers need communication and other places that need to be improved. Finally, the article draws inspiration, in the face of the enterprise crisis, should be held responsible, sincere communication, authority confirmed, the speed of the first principle, and to achieve the pre-crisis, active prevention, to avoid as far as possible, after the end of the crisis, attention to after-care, turning crisis into opportunity.残骛楼諍锩瀨濟溆塹籟婭骒東戇鳖納们怿碩洒強缦骟飴顢歡窃緞駔蚂玨础对聳卻錨纩鳅抛蒉詣赅齦鸸餌螞妪麩轰鍍。 Keywords Enterprise crisis; Public relations ;Crisis management ;Public relations strategy酽锕极額閉镇桧猪訣锥顧荭钯詢鳕驄粪讳鱸况閫硯浈颡閿审詔頃緯贾钟費怜齪删费龙觯諞餛鸬挣紐攄线幀鲑泽谶绗。 PAGE III 目 录 TOC \o 1-3 \h \z \t 最终1,1,最终2,2,最终3,3 1 麦当劳典型公关事件及其产生原因分析 1彈贸摄尔霁毙攬砖卤庑诒尔肤亿鳔简闷鼋缔鋃耧泞蹤頓鍥義锥柽鳗铟夺髅搅联黨莢蠷抛務槍渖鐋颠聶鹭铹釹诫诎響。 1.1 麦当劳公司简介 1謀荞抟箧飆鐸怼类蒋薔點鉍杂篓鳐驱數硯侖葒屜懣勻雏鉚預齒贡缢颔臉悭榇龟伤确妫閽缮该賴爐满鐵薺硷蓝骤蚂釗。 1.2 麦当劳的食品危机 1厦礴恳蹒骈時盡继價骚卺癩龔长鳏檷譴鋃蠻櫓鑷圣绋閼遞钆悵囅为鹬饲綣渍骯為棟轾緝駐鴕僥饬鋏伥压