摘要
防患于未然才是危机管理的真谛。有研究表明,"如果发生同样的品牌危机,应变机制不全、应变处理不力的企业,比机制健全、应变及时的企业受不良影响的时间要长2.5倍"。
It has been two months since the outbreak of the melamine milk incident.The crisis of confidence has not abated despite efforts made by milk giants such as Sanlu,Yili and Mengniu, who have apologized,recalled products and re-supplied stores with melamine-free products. Being closely associated with each other, milk companies generally all benefit when one or a few milk brands succeed or are lauded. But conversely, they all experience repercussions from scandals. The latest victims in this guilt by association are Guangming and Sanyuan. We can not help asking, why do such crises happen so frequently? How serious is the product quality problem? When crises break out, what should enterprises do to restore consumer confidence and brand reputation? In this issue, we take the recent crisis as background,combined with typical cases in recent years,to help you understand the cause of such problems and turn crisis into opportunity. After all, prevention is the essence of crisis management.
出处
《商学院》
2008年第11期36-40,42,共6页
Business Management Review
