乳业公共关系_危机管理体系的构建--毕业论文.docVIP

摘 要 在2008年三鹿乳业导致儿童三聚氰胺中毒之后，中国乳业处于行业发展的低潮期，各企业面临着各种危机的威胁，如何摆脱危机的威胁，减小危机带来的损害，并从中发现机会，对乳业的管理者来说是一个很大的挑战。本文以蒙牛的三聚氰胺和OMP事件为案例分析企业的危机管理。 本文正文分三部分，第一部分是关于危机，危机管理的基本理论综述，具体介绍了危机的特征，危机管理应遵循的原则，并阐述了危机管理过程理论。第二部分是对蒙牛三聚氰胺和OMP事件危机管理案例的分析，结合第一部分的理论，对蒙牛乳业在危机事件的危机管理上进行了详细的分析，总结出它的危机管理不足，揭示出此次危机管理的经验教训。第三部分是通过对中国乳品行业的概况和乳品企业在危机管理中存在问题的分析，提出了乳品企业危机管理体系构建的建议。 这一研究能够提高乳品企业抵抗风险的能力，带来经济效益和企业文化等多方面的收获，为实现持续发展的战略提供了重要保障。与此同时本文提出的危机管理策略对国内相关企业的危机管理均具有一定的借鉴意义。 关键词：危机管理 乳品企业 蒙牛 The construction of crisis management system for Chinese dairy enterprises Abstract ：After the melamine of SanLu Dairy causing children poisoning, the dairy industry in China was in the downturn point and the enterprise faces much threat of crisis. How to get rid of the crisis, reduce the damage which the crisis cause and find the opportunity in it are big challenges for any managers of dairy industry . The essay is aimed at analysing crisis management,taking the melamine and OMP events occurred in Mengniu Dairy for the case. This text has three parts.The first part defines the concept of crisis and crisis management,and introduces the characteristics of crisis and the principle of business crisis management,then explain crisis courses management. The second part analyses the melamine and OMP events occurred in Mengniu dairy,occording to the theory in the first part.This part also emphasizes the crisis and the crisis management of Mengniu in detail,and at last summarizes the problem ,at the same time, reveals the experiences and lessons of crisis management.The third part introduces crisis management system construction suggestions of Chinese dairy enterprise, through analysing the general situation and existing problems of the dairy industry in China . This research could improve the dairy enterprises抋bility of resisting risk,bring many-sided gains such as economic effect and corporate culture, and provide the important guarantee to realize the enterprise strategy.At the same time crisis management strategy