在华日本企业公关危机管理研究

On PR Crisis Management of Japanese Companies in China

频发的公关危机阻碍了日企的在华发展。本文总结了在华日企公关危机现状,提出产品质量危机、民族政治冲突危机、人事危机等正成为在华日企危机重灾区,需受到重点关注;从历史政治背景、错误的战略定位、对中国跨越式成长的不适应、企业品牌形象传播不足以及公关素养缺乏等多方面深入解析了危机频发的原因;最后从危机预警、处理和修复三阶段提出了公关危机管理的相关建议。

Chinese market becomes more and more important for Japanese companies,but the public relation crises obstacle the development of Japanese companies in China.This paper describes the situation of Japanese companies＇ public relations crisis,analyzes the six causes of crises：the war history between China and Japan,the improper market strategies,the lack of Public Relations education,etc.Moreover,the paper puts forward the corresponding proposals.