微时代下食品企业的危机公关及策略研究

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1、万方数据ABSTRACTThereisnodoubtthatMicroblogsuddenlyappearedonthehorizonintheyearof2011．Accordingtostatistics，MicroblogusershaveaccountedformorethanhalfofaIIinternetusersbytheendof2011，whichmeanstheChina’Ssocialmediahastotallysteppedinto‘MicroAge’．Whatismore，thenumberofregistereduser

2、inSinaMicrobloghadreached500millionin2013(TotalInternetuserinChina：591million)．Resultedfromtherapidlydevelopmentof‘MicroAge’，seriesofcrisescameoutduringtheenterprises‘operation．The‘Crisis2．0’hasbeenforcedtoupgradedandreformedconstantly，Microblog，somehow，hasactedasthecoreplatform

3、andpushinghandinCrisis2．0’Soutbreak，spreadingandalsoinitsupgrading．Howtodealwiththosenewrisksandcrisesin‘MicroAge’hasbecomeaquestion，whichneededtobethinkseriouslybycommunicantsandmanagers．Companies，particularlythosefoodcompanies，havebeenatthecenterofstorm．Inmostpreviousstudies，t

4、heyfocusedontheanalysisof‘PublicRelationsinCrisis’theoryandbasicpractice，orthediscussionandresearchofregularityandcharacteristicofthespreadingofrelationsintheageofMicroblog．While，therearefewresearchthatfocusonthecurrentsituationofcrisismanagementinfoodindustry，combiningwiththene

5、wenvironmentandsituation．Therefore，combinedtheoryandrealevidence，thispaperwillfirstanalyzefoodindustry’Scrisisin‘MicroAge’andthecharacteristicsofitsspreadinMicroblogplatform．Andthen，comparedtwoclassicalfoodcompaniesindifferentstagesof‘MicroAge’，analyzingitsindividualityandcommon

6、ness，tocomeupwithsomemeaningfulenlightenmentsonhowdofoodcompaniesdealwithcrisisintoday，S‘MicroAge’，SOthat，theycanenhancethecomprehensivecompetitiveness，rebuildingfoodindustry’Sconfidence，providingsustainablepowertothisindustry。Thispaperhasstrongpracticalvalueandpopularizationmea

7、ningforfoodindustry’Scrisismanagementin‘MicroAge’．KeyWords：MicroAge，FoodCompany，CrisisPublicRelations．CLC：G206V万方数据引言2010年被誉为是中国的微博元年。由此，微博如风潮般不可阻挡地浸透无数网民的生活，渗透入互联网的每一个细胞。微时代的来临，让网民都成为了自媒体，他们在微博平台上，自主的获取和分享信息，自由的表达情感，既是信息的制造者和也是信息的传播者，同时扮演着受众和媒体这两大角色。而微博作为微时代传播媒介的典型代表，如双刃剑般，既是品牌

8、营销沟通中独一无二的优选平台，也是各类危机爆发、传播、升级的不二元凶。作为企业，不管你是否愿意