危机管理中组织和个体叙事特征与互补策略——以华为“孟晚舟事件”为例

Research on the Characteristics and Complementary Tactics ofOrganizational and Individual Narratives in Crisis Management:A Case from Take Huawei’s Meng Wanzhou Incident

选择华为的“孟晚舟事件”作为“极限施压”情境的典型案例,分析企业在危机管理中的叙事策略。以华为的公司声明作为企业叙事、孟晚舟的访谈信件作为个体叙事的“两线”对比和互动,借助编码分析、非参与式观察来发掘主要命题。发现企业在危机管理叙事策略方面的核心特征是客观、精炼、及时、明确、全面,理性的叙事表达对企业发展更佳;企业危机管理中当事人个体的叙事表达与之互补,可以带有感情色彩,最优策略是避免针对危机主要涉事方且理性为先、兼顾感性,从而争取社会舆论的同情和理解。由本案例总结若干叙事策略特征,提炼企业危机管理中的组织和个体叙事策略互补模型,就事论事而避免危机扩大,并针对性地提出对策建议。

The study selects“Meng Wanzhou Incident”of Huawei as a typical case in extreme oppression situations to analyze the corporate narrative tactics in crisis management.Using Huawei’s company statement as a corporate narrative and Meng Wanzhou’s interview letters as a“two-line”comparison and interaction of personal narratives,with the help of coding analyses and non-participatory observations to discover the main propositions,this study refines Huawei’s role in“Meng Wanzhou Incident”.We find that the core characteristics of an enterprise’s narrative tactics in crisis management are objective,refined,timely,clear and comprehensive,and rational narrative expression is better for enterprise development.The narrative expression of the individual in enterprise crisis management can be complementary,such as emotional,and the best tactic is to avoid targeting the main parties involved in the crisis and take into account both sensibility and rationality,so as to win the sympathy and understanding of public opinions.This case summarizes the characteristics of several narrative tactics and refines the complementary model of organization and individual narrative tactics in corporate crisis management.Organizations tend to focus on facts and avoid crisis expansion,and put forward countermeasures and suggestions in a targeted manner.