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论文编号：	10
作者编号：	2120052319
上传时间：	2007/6/20 16:13:30
中文题目：	基于4F分析的品牌危机传播管理研
英文题目：	Study on Communication Managem
指导老师：	王知津
中文关键字：	4F;品牌危机;传播管理>
英文关键字：	4F; Brand Crisis; Communicatio
中文摘要：	当危机与纳税一样不可避免，危机管理便成为企业的重要议题；当品牌成为获取额外收益的利器，那么管理品牌危机便成为赢得市场竞争的必然选择。品牌危机可以使成熟的品牌迅速走向衰退、消亡，甚至可以连带多个品牌或者企业一起走向溃败。因此，研究如何管理品牌危机不仅仅是企业品牌管理者瞩目的焦点，也是学术界研究的重要课题。 现有的研究中，不同的学科从各自的背景和角度为品牌危机管理提供解读的方式，提供各具特色的管理应对方式。面对不同的解读和管理应对，企业往往无所适从，难寻至善真理。因此，提供明确指向性的研究角度，引导品牌危机的管理集中力量进行突破，成为现实运作和理论研究的渴求。 本文在现有研究的基础上，创造性地从信息流、影响流、噪音流、产品/服务流四个角度来进行品牌危机中的信息、影响、噪音和产品/服务的传播研究。这四个流（4F）构成的研究角度，涵盖了品牌危机的传播要素，并归纳了其涉及的利益相关者，构造了本文的整体分析框架。4F实现了品牌危机传播要素与品牌管理要素的有序整合对接，形成了品牌危机管理的创新研究。 在品牌危机的预警阶段，按照4F对品牌危机进行信息收集、分析的内容归类，合理地梳理企业进行品牌危机预警所面对的芜杂信息，并构造品牌危机成因的蚌壳结构；在品牌危机的事中管理阶段，从品牌危机对公众事实判断和公众价值判断两方面的伤害后果来进行4F修补，维系公众互惠机制和的信任纽带。在品牌危机的后续管理阶段，将品牌危机的结果——品牌修复/重构/消亡作为4F分析的归类角度，以4F作为内容导向推动品牌的修复/重构，开始一个新的品牌危机管理的循环；以4F分析品牌的消亡，结束品牌的生命历程。 在品牌危机管理的预警、事中管理、后续管理三个阶段，分别以4F作为研究的视角，构造了每个阶段的4F传播管理模型，以实现4F应用的结构化。 在案例研究部分，选取宝洁旗下的SK-II作为具有典型意义的个案，从“烧碱门”和“铬钕门”两次危机来分析国际知名品牌的危机管理，把4F分析应用到现实中分析品牌危机管理的进退得失。
英文摘要：	When crisis goes certain as taxes，crisis management comes to the epicenter of all enterprises. When the brand becomes the sharp weapon of the market competition to gain excess profit，it gets necessary to management brand crisis. What is more，brand crisis even results in brand’s decline and failure， as well as the enterprises involved. Therefore， management of brand crisis evolves as the focus of brand manager’s attention，which also gains attentions from academic fields. The existing research of brand crisis management is colorful，which show us standpoints from many different disciplines. Different standpoints characterize the ways of the management of brand crisis from the different disciplinary view. In the face of numerous standpoints，enterprises usually get indecisive and confused by choosing brand crisis’ solving ways. So constructing an angle with clear position plays an important role in the settle of brand crisis，which will meet the practical and theorictal need of management of brand crisis. This dissertation constructs the angle from the four flows creatively：the Information Flow，the INfluence Flow， the Noise Flow and the Product/Service Flow on the base of documentary summary. 4Fs comprise the communication factors of brand crisis，which also can be abstracted from the theory of equity and management of brand. This dissertation’s construction is based on the 4Fs，which share a close relation with the stakeholder in the brand crisis and get the dissertation’s creation into being. In the early-warning of brand crisis，collection and analysis of information are carried on according to 4Fs，which provide a classification of all kinds of information in disorder. Creative shell construction of cause of brand crisis is also included in this part. In the management of brand crisis，the recovery of common’s fact and trust also are conducted by 4Fs，with which shared value and trust will be reconstructed in this stage. In the post-brand-crisis，the recovery，reconstruction and failure of brand will be guided with the help of 4Fs analysis. Brand’s recovery and reconstruction will start a new life circle of brand management while the failure of brand will end brands’ life circle. The time division of brand crisis offers an opportunity to model 4Fs in each stage of brand crisis management. With the tool of 4Fs, models in the communication management of brand crisis are completed in order to structuralize 4Fs’ practical operation. The part of case study focuses on the brand SK-II under the management of P&G.. Through 4Fs analysis of the Sodium-hydroxide gate and the Chromium-Neodymium gate，some lessons and advices for brand’s crisis are presented for the practical performance.
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