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  • 烟草行业危机公关管理研究——以北京“阻挠烟控执法”事件为案例

    发布时间:2019-10-06 来源:www.boshuolunwen123.com  作者:博硕论文辅导网

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    烟草行业危机公关管理研究

    ——以北京“阻挠烟控执法”事件为案例

     

        

    烟草行业在我国是一个特殊的行业,一直以来备受社舆论关注。烟草行业向来都是以“国家利益至上、消费者利益至上”为宗旨。作为国家税收财政的重要来源,一直以来受国家保护。但烟草是一种有害身体健康的物品,长期吸收二手烟很容易诱发癌症,因此近些年来烟民和非烟民利益群体的冲突越来越多,更多的矛头直接指向了国家烟草局。2015年7月,北京金叶园会议中心阻挠烟控执法的新闻被各大媒体报道,直接将我国的烟草行业推向了风口浪尖。

    本文首先在以北京金叶园会议中心案例的基础上,结合危机公共管理的相关理论,对该事件进行了细致的分析,从分析结果上来看,危机意识差、危机公关管理手段制度和手段的缺乏等是造成事件发生的主因,因此也反应出整个烟草行业在危机到来之时的处理能力是很欠缺的,不能通过危机公关来掌握舆论的整体走向,从而维护自身的形象。

    其次是以“海底捞勾兑门”、“圣元乳业致死门”及“央视批星巴克暴利”为典型的危机公关成果较好的案例,分析他们能在危机到来之时的做法,了解他们在与媒体沟通、舆情监控走向、自媒体应用等方面的先进理念,学习他们在危机爆发时勇于承担责任,及时给社会公共回应的处事态度。

    最后在案例总结的基础上,提出了提升烟草行业危机公关管理的对策,包括要对烟草行业的管理体制进行改革,进行政商分离、联合重组;在烟草行业内建立危机公关的预警系统和处置机制;举办危机公关人员知识培训和搭建培训结构。通过硬件和软件方面的加强,加大烟草行业在危机爆发时的处理能力,及时的维护行业的良好形象,避免由于危机处理欠妥带来的行业危机,最终影响到国家的财政。

    关键词:烟草行业;危机公关;危机管理;阻挠烟控

    Abstract

    The tobacco industry is a special industry in our country, which has been the concern of public opinion. Tobacco industry has always been to the "national interest first, the interests of consumers first" for the purpose. As an important source of national tax revenue, it has been protected by the state. But tobacco is a harmful to physical health, long-term absorption of second-hand smoke is likely to cause cancer, so in recent years more and more conflicts between smokers and non-smokers interest groups, more directed at the national tobacco bureau. In July 2015, Beijing Jinye garden conference center block smoke control law enforcement is the major news media reports, China's tobacco industry will be directly pushed in the teeth of the storm.

    Firstly, in order to Beijing Jinye garden Conference Center on the basis of case, combined with the theory of public crisis management, the detailed analysis, from the analysis of the results, a sense of crisis, crisis management means and means of the lack of system is caused by the event of the main reason, therefore also reflects the treatment the ability of the tobacco industry in a crisis when it is lacking, not to grasp the overall direction of the crisis of public opinion, so as to maintain their own image.

    The second is to "Haidilao blending door", "dairy death door" and "CCTV Starbucks group profits" as a typical case of public relations crisis results analysis, they can come in the crisis when the practice of understanding in their communication with the media, from the media, public opinion monitoring to the application of the advanced idea learning, they have the courage to take responsibility in the crisis, timely response to social attitude.

    Based on the summary of the case, and puts forward some countermeasures for improving public management of tobacco industry crisis, including the tobacco industry management system reform of political and business separation and recombination; the establishment of early warning system and response mechanism of public relations crisis in the tobacco industry; a crisis public relations personnel training and training building structure. By strengthening the hardware and software aspects of the processing ability to increase the tobacco industry in the wake of the crisis, timely maintenance industry a good image, to avoid the crisis caused by defective processing industry, and ultimately affect the country's financial.

    Key wordsTobacco industry; crisis public relations; crisis management; obstruction of tobacco control

     

     

    目  录

    第1章  绪论………………………………………….………………………………………………………1

    1.1  选题背景及研究意义……………………………….……….………………………………1

    1.1.1 选题背景….…………………………….….…….…….…………………………………1

    1.1.2 研究意义 …………………………………………….……………………………………2

    1.2  国内外研究综述…………………………………………….……………………. .…………3

    1.2.1国外研究现状  …………………………………………………….……………………3

    1.2.2国内研究现状 ….…….….….. .……………………………………….………….…5

    1.2.3国内外研究述评 ...….…….…………………………………………….……………8

    1.3  研究内容、框架与创新点….…….……………………………………………………..8

    1.3.1研究的主要内容.………….……………………………………………………….….8

    1.3.2研究的框架………………………………. …………………………………………….8

    1.3.2拟创新点 ……………………………….……………………………………………….9

    1.4  研究方法与思路………………………….……………………….…….……………….…9

    1.4.1研究方法………………………………. ……………………………………….…….. 9

    1.4.2研究思路……...……...………………………………….……………………………10

    第2章  相关理论基础和现实依据…………………………………….…………………………11

    2.1  相关概念界定……………………………………….…………………….……….…………11

    2.1.1 烟草行业……………………….……………………………….………….…………..11

    2.1.2 突发事件…………………………….…………………….………….……… .………11

    2.1.3 危机公关…………………………….……………….………….…………… .………11

    2.2  相关理论基础 ……………….……………………..…….………….………….…………11

    2.2.1善治理论 …………………………….………….………….……….…………………11

    2.2.2公关舆论理论  ….…….….…...…………….………….………….………….……12

    2.2.3公关道德责任理论  …….………………….……….………….………….…….…12

    2.3  相关现实依据….…….…………….……………….………….…………………………….12

    2.3.1我国烟草行业政府管控的基本特征………….……………………………….….12

    2.3.2危机公关管理的内容………………….………….…………………….…………….14

    2.3.2我国危机公关管理的历史回顾与实践……………….……………….………….16

     

    第3章  危机公关的案例分析………………………………….…….………….…………………18

    3.1  事件回顾………………. ….………….………….………….………….……………………18

    3.1.1案例背景  ……………………….…….………….………………………………….…18

    3.1.2舆论报道 …………………………….…………………….….………….….…………18

    3.1.3事情经过  …………………………….……………………….………….….…………20

    3.1.3政府对此的回应 …………………………….…………………….……….…………20

    3.2  北京控烟事件折射出的问题与原因分析  …….….………….……….…………21

    3.2.1折射出的问题   ……………………….………….………….….……………………21

    3.2.2原因分析 ….…….….….. ….………….…………..…………….………….………23

    3.3  对事件的处置效果分析….…….………….………….………………………………..24

    3.3.1我国烟草行业政府管控的基本特征.………….…………………………….….24

    3.3.2危机公关管理的内容 ………………………………….………….….…………….24

    3.3.2我国危机公关管理的历史回顾与实践………………….……….…………….25

    第4章  与国内典型的公共危机公关案例对比分析 ………………….…………………26

    4.1  2011年8月海底捞“勾兑门”案例…….………….………….…………………26

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