产品危机情境、响应策略与响应路径:基于中国市场的内容分析法研究

Product-harm Crisis Situations,Response Strategies and Response Paths: A Content Analysis Based on China Market

以中国市场上实际发生的103个产品伤害危机事件为样本,通过使用内容分析法获得数据,检验了危机情境因素对危机响应策略的影响,并分析了危机情境因素与危机响应路径的关系。研究发现危机类型和危机品牌来源国对危机责任策略、高层出面策略和借助权威策略有影响,而危机严重性与这三个维度的响应策略没有显著关系。对于不同的危机类型,企业都有多条不同的响应路径,但同一危机类型下的路径之间体现出明显的共性。

This paper examines the influence of product-harm crisis situations on firms＇ response strategies and response paths by content analysis of 103 product-harm crises happened in China.The empirical results indicates that the crisis type and brand＇s country-of-origin have significant effect on firms＇ responsibility-taking strategy,spokesman strategy and external support strategy,while the crisis severity does not influence the adoption of these response strategies.It is also found that firms have multiple crisis response paths for each type of crisis,and the responses paths have obvious commonplace in character for the same type of crisis.