基于社会责任视角的企业危机公关对策研究——以酒鬼酒“塑化剂”事件为例

Research of Public Relations Strategies on Enterprise Crisis from the Perspective of Social Responsibility——A Case Study of Jiuguijiu Liquor "Plasticizer" Event

在目前社会公众对企业社会责任履行高度关注的背景之下,企业如何在满足相关利益者需求的情况下,选择合理的公关危机应对策略,顺利度过危机,已是不容回避的问题。发生危机事件时主动承担社会责任,履行社会契约,这都可以降低企业形象的负面影响,结合酒鬼酒"塑化剂"事件案例,分析企业在应对危机时存在的问题,并提出有效处理公关危机的对策。

Now,the social public show great concern about the enterprises’social responsibility.So,it’s necessary for enterprises to meet the needs of stakeholder’s demand.In the event of crisis events,enterprises should fulfill the social contract to lower the negative image.In the JiuGuiJiu liquor ＂ plasticizer ＂event,the study has found some problems,and proposed some effective countermeasures to handle public relation crisis.