危机沟通策略在企业危机传播中的应用——以“永和豆浆粉”事件为例

Application of Crisis Communication Theory in Enterprise Communication Crisis : Using “Yung Ho Soya Milk Company Soymilk Powder Crisis” as Example

本研究以Coombs提出的"危机沟通策略"为分析框架,研究豆浆粉危机中永和豆浆公司的危机沟通策略。研究发现,永和豆浆公司在此次危机事件中,主策略以保持距离和迎合为主,子策略以借口、合理化和支撑为主。对照Coombs提出的危机情境,本危机属于企业内在问题,介于意外和违法行为之间,建议使用修正行为和完全道歉的沟通策略。但无论从危机种类、证据的真实性、危机伤害程度以及组织过往表现这四个面向来看,本个案中的沟通策略都疏于相对情境下的策略建议。

Based on Situational Crisis Communication Theory, this study aims to explore the crisis communication strategies of one involved company-Yung Ho Soya Milk Company.The finding shows that Yung Ho Soya Milk Company puts emphasis on distance and ingratiation, special on excuse 、 justification 、 bolstering and so on.The company also uses attack instead of defense.Compared with the situational crisis communication theory,t he strategies are not corresponding with the suggestion of the similar situation.So, the actual effect is difficult to be recognized for the public.