摘要
企业生存在一个充满危机的市场环境中,稍不注意就会陷入经营困境。近年来公关危机事件层出不穷,由此危机营销越来越受到重视,建立完善的危机营销体系迫在眉睫。本文首先明确了进行危机营销的必要性,其次分析了产生危机的原因,最终根据控制理论将危机管理划分为三个环节即前期控制、同期管理、反馈控制,并指出了各管理环节的措施方法。力求帮助企业有效实施危机营销,最大程度的减少损失,维护企业形象。
Enterprises exist in a market environment that is full of crisis. A little carelessness may lead them to management predicaments. In recent years, public relations crisis emerged one after another. Therefore, more and more attention is attached to crisis marketing and the establishment of a sound crisis marketing system is imminent. This paper first demonstrates the necessities of crisis marketing, then analyzes the reasons that cause the crisis and finally divides crisis management into three phases accord...
出处
《科技促进发展》
2010年第5期71-74,共4页
Science & Technology for Development
关键词
公关危机
危机原因
危机营销
Public relations crisis
Reasons of crisis
Crisis marketing
