我国企业家危机处理行为对企业形象的影响研究

作者: 专业:企业管理 导师:纪华强 年度:2010  院校: 上海外国语大学

Keywords

entrepreneur, crisis management, corporate image
        企业周遭环境复杂多变,隐含着许多不确定因素,随时可能遇到突发危机。巴顿(1993)指出危机是“一个会引起潜在负面影响的具有不确定性的大事件,这种事件及其后果可能对组织及其员工、产品、服务、资产和声誉造成巨大的损害”。引发企业危机的原因很多,不论是外部还是内部的,都会对企业产生潜在的或现实的威胁。企业家作为企业的高层领导者,一言一行代表着企业的形象,若不能妥当处理危机,短期对企业的负面影响主要体现在产品销售、股票价格、市场份额等方面,长期将影响企业日积月累形成的企业形象,一旦受损,要想重塑则需要较长时间才可能得到恢复。国内企业家在危机处理行为方面有着诸多的不足。首先,在重视程度上,企业家缺乏居安思危的意识;其次,在处理态度和应对行动上,危机一旦发生,有的企业家采取逃避态度,放任事态发展,而有的企业家言辞激烈,直接和公众、媒体对抗,企业形象得到损害,导致后果无法挽回;最后,在对外沟通上,企业家缺乏危机处理的沟通能力。那么,企业家危机处理行为对企业形象究竟有着怎样的影响?企业家如何规范自身行为,进一步减少不当行为的发生,改善企业形象?本文围绕这些问题,对企业家、企业形象和危机管理在我国企业的应用进行了论述。本文在阐述了企业家、企业形象和危机管理理论的基础上,界定了企业危机处理行为,分析目前国内企业家危机处理行为对企业形象的影响现状,同时针对王石与万科“捐款门”事件和牛根生与蒙牛“三聚氰胺”事件,从危机处理的发展六阶段进行了深入分析,得出结论企业家危机处理行为(危机意识、态度、行动以及沟通能力)对企业形象有着直接的影响,危机处理的发展阶段(避免、准备、确认、控制、解决以及获利)影响着企业形象的发展态势。此外,中国企业家的行为之所以会对企业形象产生负面影响的症结在于:(1)企业危机处理机制的不完善;(2)企业家社会责任缺失;(3)企业家个人危机公关能力不强。最后,针对这些问题如何改善,提出了危机处理的对策建议,即企业家必须从观念上增强社会责任意识,从行为上增强危机公关能力,从战略上建立危机处理机制,从而改善这一现状并促进企业良好形象的形成。
    All enterprises are in such a complex and changeable social environment that they are inevitably to come under the influence of crisis. There are many reasons. Whether external or internal reasons, it will affect corporate image eventually. Entrepreneurs on behalf of companies play an key role. If they can’t handle the crisis correctly, the short-term impacts are drop of sales, stock price and market share, and the long-run impacts are corporate image which are built up through efforts of many years. Once harmed, the rebuild project will cost many financial materials and human resources.Behaviors of domestic entrepreneurs in crisis management have a lot of deficiencies. First, entrepreneurs are not awareness of crisis; second, the attitude and response action towards a crisis event is not proper, leading to irreversible consequences; finally, the entrepreneurs are lack of the communication skills in dealing with crisis. So, how entrepreneurs behavior in crisis management has the impact on corporate image? How to regulate their own behavior, to further reduce the incidence of misconduct and improve corporate image? This paper focuses on these problems and discussed entrepreneurs, corporate image and crisis management in our enterprise applications.The thesis began with the theory of entrepreneur, corporate image and crisis management, defined entrepreneur behavior in crisis management, and analyzed the status quo of domestic entrepreneurs. From the six stages of the development of crisis management analyzed the relationship between the two by cases. Then we focused on discussions about action and measures. From the six stages of the development of crisis management carried out in-depth analysis, it concluded that entrepreneurs conduct in crisis management (crisis awareness, attitudes, actions, and communication skills) have a direct impact on corporate image, and crisis development stage (to avoid, prepare, confirm, control, resolution, and profit) affects the corporate image of the development trend. In addition, it listed the reason why Chinese entrepreneurs will have a negative impact corporate image. Finally we entered the stage of practical operation, concluded the skills and the problems that exist. With the laid of the foundation for practice, we hope to enrich the corporate image theory to promote the development of the practice of entrepreneurial behavior shaping in China.
        

我国企业家危机处理行为对企业形象的影响研究

摘要4-5
Abstract5
1 绪论7-9
    1.1 选题意义7
        1.1.1 选题背景和研究目的7
        1.1.2 理论意义和现实意义7
    1.2 研究内容和方法7-9
        1.2.1 研究内容7-8
        1.2.2 研究方法8
        1.2.3 论文的创新点8-9
2 本课题研究的理论基础及研究现状9-22
    2.1 企业家9-13
        2.1.1 “企业家”的渊源9-10
        2.1.2 企业家研究的划分10-13
    2.2 企业形象13-16
        2.2.1 形象的含义13
        2.2.2 企业形象的定义13-15
        2.2.3 企业形象的构成要素15-16
    2.3 危机管理16-22
        2.3.1 危机管理概念16
        2.3.2 危机管理的原则16-18
        2.3.3 危机管理的过程18-22
3 我国企业家危机处理行为影响企业形象的现状22-36
    3.1 企业家危机处理行为对企业形象的影响现状分析22-26
        3.1.1 企业家的危机意识22-23
        3.1.2 面对危机事件采取的态度23-24
        3.1.3 企业家应对危机的行动24-25
        3.1.4 企业家应对危机的沟通能力25-26
    3.2 我国企业家危机处理行为对企业形象的个案分析26-35
        3.2.1 王石与万科“捐款门”事件26-31
        3.2.2 牛根生与蒙牛“三聚氰胺”事件31-35
    3.3 小结35-36
4 提高企业家危机处理水平,改善其对企业形象影响的对策36-42
    4.1 加强危机管理中企业家的社会责任,提升其对企业形象的正面影响36-38
    4.2 提高企业家的危机公关能力,强化其对企业正面形象维护与恢复的影响38-39
    4.3 提高企业家的危机控制能力,减轻、化解危机对企业形象的负面影响39-42
        4.3.1 危机的确认与评估40
        4.3.2 危机诊断40-41
        4.3.3 确认危机处理方案41
        4.3.4 组织集中力量,落实处理方案41-42
结论42-43
致谢43-44
参考文献44-46
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