跨国公司在华危机公关分析.docxVIP

PAGE 1 PAGE 1 跨国公司在华危机公关分析 摘要：随着经济全球化的不断深入发展,外企成为世界经济重要的组成部分。为开拓中国巨大的市场,许多世界知名外企纷纷进入中国。外企在中国除了赢得更多的商机外,也不断面对更多危机的发生,如何因地制宜的进行危机公关变得尤为重要。将已经成熟的危机公关机制应用于中国本土是跨国公司一直面对的课题,只有这样,才能更好地融入中国的国情,使其获得更多的商机。本文通过概述跨国公司危机现状,对具体案例对比分析,并结合其他危机公关文章的观点,探讨在华外企危机公关存在的问题,提出在华外企危机公关本土化的建议。首先,针对跨国公司危机频发,应该就危机公关问题重新定位思考其次,应做好四个公关对象的危机公关第三,应该遵循一定的危机公关公式。 关键词：跨国公司,分析,危机公关 Abstract: with the deepening development of economic globalization, foreign enterprises become an important part of the world economy. For the development ofThe huge market, many world famous foreign companies have entered China. Foreign companies in China in addition to win more business opportunities,Also face more crisis occurred, how to adjust measures to local conditions for crisis public relations has become particularly important. Will have toOf crisis management mechanism applied in Chinas domestic is multinational companies have been facing issues, only in this way can we betterIn Chinas national conditions, make its have more business opportunities. In this paper, an overview of the crisis situation, multinational companies to concreteCase analysis, and combined with other crisis pr article point of view, the problem ofthe foreign enterprise crisis public relations in China is discussed in this paper,Puts forward Suggestions on the localization of foreign enterprise crisis public relations in China. First of all, for frequent crisis, multinational companies should be public crisisRepositioning closed questions to think about second, four object of public relations crisis public relations should be the third, should follow certainFormula of crisis management. Keywords: multinational company, analysis of the crisis public relations TOC \o 1-1 \h \u 8661 摘要 1 17192 Abstract 2 32202 1绪论 4 4997 1.1研究背景 4 23836 1.2研究意义及论文思路 5 3317 1.3研究方法 6 4292 2跨国企业危机的现状 6 24503 2.1外企的概念界定 6 26220 2.2在华外企危机概况 7 12180 2.3在华外企危机频发的原因 8 21618 3外在因素 8 23620 3.1与中国文化的差异碰撞 8 15165 3.2社会制度层面的差异 9 28148 3.3民