新媒体时代企业品牌危机管理浅析——从“饿了么”事件谈起

An Analysis of Brand Crisis Management in the Era of New Media:Taking“Eleme”Incident as an Example

"饿了么"事件反映出一个共性问题:品牌作为一项举足轻重的无形资产,给企业带来的红利越多,而品牌危机带来的伤害就越深。新媒体对信息流动模式的颠覆,也让品牌危机的成因更加复杂,传播更加迅速,应对更加困难,更是让这种伤害成倍增加。同样的品牌危机在新旧媒体时代有着迥然相异的模式和内在机理,给企业的品牌危机管理带来了新的挑战和机遇。新媒体时代企业品牌危机管理要立足于事前管理、事中管理、事后管理,适应新变化,促进企业的长远发展。

The enlightenment of the“eleme”incident is that the vigorous development of new media has changed the mode of information transmission profoundly, which brings new challenges and opportunities to the enterprise brand crisis management. Brand crisis in the era of new media is different from that of the traditional media era in that there are changes in various stages and distinctive new media features. Therefore, enterprises in new media era need to adopt a new strategy in brand crisis management.