综合危机应对模式构建与组织声誉修复——基于两个案例的研究

Comprehensive Crisis Response Model Building and Organizational Reputation Restoration: A Study Based on Two Cases

基于危机的生命周期过程,构建了一个综合型危机应对管理模式,旨在修复受损的组织声誉。运用文本分析和编码设计,跟踪对比研究两个典型危机案例,研究构建由4个模块构成的综合危机应对模式:CCRM。研究表明:CCRM是依据危机生命周期阶段及其连续演化特征做出相应动态调整的危机分析和应对框架;动态应对过程中,爆发期的首次危机应对作为危机系统初始干扰变量,对危机后续演化态势和声誉修复效果的影响最为显著;而就4个模块而言,在准确识别危机议题及其变化的前提下,"适配性"危机应对策略选择对组织声誉修复起到方向性作用,而沟通模块仅能改变应对效率。此外,及时准确的声誉修复效果评估提供了可靠的应对有效性反馈信息,可以作为危机应对策略动态调整的依据。因此,危机管理者可以根据CCRM分析危机演化过程和制定有效的危机应对预案。

Based on the process of crisis life cycle,this study aims at building a comprehensive crisis response management model,in order to restore damaged organizational reputation effectively.Through content analysis,coding design and case studies,two typical crises cases were studied in way of longitudinal and comparative analysis.A comprehensive crisis response model(Abbreviated to CCRM) was constructed,including sub modules of crisis issue identification,response,communication,reputation restoration assessment and strategy adjusting.Studies show:CCRM is an effective analytic and responding theoretical frame,which is adjusted based on the dynamics of crisis life cycle.Moreover,the first matched crisis response as an initial disturbance to crisis system has significantly impact on subsequent crisis evolvement and reputation restoration.As to submodules,under the premise of accurate crisis identification,selecting 'matched' crisis response strategy has a directional effect in the reputation restoration,but communication strategy can only improve the response efficiency.In final,timely and precisely measuring the reputation restoration provides reliable feedback information about the effectiveness of strategy of crisis response.The theoretical framework CCRM can assist managers in properly analyzing the dynamic process of crisis evolvement and subsequently,responding to the crisis.Also,the model can be used to make a pre-arranged planning for crisis response.The study presents a valid crisis response model that comprises the crisis issue identification,response,communication,reputation restoration assessment and strategy adjusting,and contributes to a better understanding of dynamic crisis response management.