基于肯德基苏丹红事件的中国食品企业危机管理研究

基于肯德基“苏丹红事件”的中国食品企业危机管理研究TheResearchofChinaFoodEnterpriseCrisisManagementBasedontheKFC“Sudan”Event基于肯德基“苏丹红事件”的中国食品企业危机管理研究-I-摘要近年来，我国食品行业危机不断，阜阳奶粉事件、肯德基“苏丹红事件”、雀巢事件、三鹿奶粉事件等危机事件频频见诸媒体。在社会上引起广泛关注，给中国食品行业的发展带来了极大不利。当前，我国多数食品企业危机管理能力较低，在遇到这类问题时处置不当，轻则公司信誉受损，严重的破产倒闭。因此，总结食品企业危机处理的成功经验和失败教训，得出一般结论，对于提高我国食品企业危机管理能力有着现实的意义。本文的工作包括以下几个方面:一、梳理国内外学者对于危机、企业危机管理的基本理论，为接下来的案例分析提供理论指导。二、选取2005年食品行业最具影响力的肯德基“苏丹红事件”进行案例分析。首先对“苏丹红事件”危机回顾，然后进行沟通策略的分析，通过分析得出肯德基在此次危机处理过程的有意经验。三、由具体案例进一步推广到我国食品企业的一般情况。首先分析食品企业危机频发的原因，总结出导致我国食品企业危机频发的内部因素和外部因素。然后针对食品企业危机的成因提出对策。最后，在危机成因与改进对策之间建立对应关系，明确我国食品企业危机管理的解决途径。四、得出结论进行展望。进一步归纳得出增强我国食品企业危机管理的可供遵循的对策。针对本文研究的不足之处，提出未来需要着重研究的地方。本文不仅归纳、总结了近年来国内外关于企业危机管理研究领域的最新成果，而且紧密结合了我国社会转型时期所处的市场经济特点和我国食品企业面临的特殊环境，对我国食品企业进行危机管理具有一定的指导价值。关键词：危机危机管理食品企业苏丹红事件基于肯德基“苏丹红事件”的中国食品企业危机管理研究-II-TheResearchofChinaFoodEnterpriseCrisisManagementBasedontheKFC“Sudan”EventAbstractInrecentyears，China’sfoodindustrycrisis，milkpowderincidentinFuyang,“Sudan”incidentofKFC,，Nestleevent,Sanlupowderincident,etc.Inthecrisiscausedwideconcerninsociety，totheChinesefoodindustrycredibilityenormousdamage.Themajorityofourenterpriseriskmanagementcapacityoffoodlowinthefaceofimproperdisposalofsuchissues，rangingfromcorporatereputationdamage，seriousbankruptcy.Therefore,thesummaryofthefoodbusinesscrisismanagementlessonsofsuccessfulExperiencesandfailures，todrawgeneralconclusions，forimprovingChina’sfoodindustryhasacrisismanagementcapabilityofthesignificanceofreality.Thisarticleincludesthefollowingareas:Firstly，itsummarizedthecomprehensive.Domesticandforeignscholarstosortoutthecrisis,corporatecrisismanagementoverviewofsystemtheory,forthenextprovideatheoreticalguide.Secondly，itisselectedthemostinfluentialoftheKFC“Sudan”incidentcasetoanalyzeofthefoodindustryin2005.Firstofall，recallingtheincidentof“Sudan”，andthenusethetheoryasacrisiscommunicationstrategyframeworkfordetailedanalysis，throughanalysis，stagesofcrisismanagementcrisiscommunication,getcrisisandthefailureoftheKFCsuccessfulexperiencesandlessons.Thirdly，fromspecificcasestofurtherpromoteChina’sfoodindustryingeneral.Firstanalysisofthetypesoffoodbusinesscrisisandcrisis-pronereasonssummedupChina’sfoodenterprisesledtofrequentcrisesofexternalfactorsandinternalfactors.Andthenforthefoodindustrycomeupwithstrategiestothecausesofthecrisis.Finally，thecausesofthecrisisresponseandtoimprovetherelationshipbetweentheestablishmentofaclearChina’sfoodcrisismanagemententerprisesolution.Fourthly，lookingtocometotheconclusion.Thisarticlesummedupnotonlytosumupinrecentyearsoncorporatecrisismanagementathomeandabroadthelatestresearchresults,andincloseconnectionwiththetransformationofoursocietyinwhichthecharacteristicsofamarketeconomyandChina’sfoodenterprisesarefacingthemacroandmicroenvironment.forenterprisesinChina’sfoodcrisismanagementwiththeguidanceofacertainvalue.Keywords:CrisisCrisisManagementFoodEnterprises“Sudan”Incident基于肯德基“苏丹红事件”的中国食品企业危机管理研究-III-目录摘要............................................................................................................................................IAbstract......................................................................................................................................II1前言......................................................................................................................................11.1本研究的目的与意义...............................................................................................11.2国内外研究文献综述...............................................................................................11.3本研究的主要内容...................................................................................................22企业危机管理理论概述......................................................................................................42.1企业危机...................................................................................................................42.2企业危机管理...........................................................................................................42.3我国企业危机管理的现状.....................................................................................103肯德基“苏丹红事件”中的企业危机沟通策略.............................................................113.1肯德基“苏丹红事件”回顾..................................................................................113.2肯德基“苏丹红事件”沟通策略分析.................................................................123.3肯德基“苏丹红事件”沟通策略总结.................................................................144中国食品企业危机频发原因和对策................................................................................154.1中国食品企业危机频发的原因.............................................................................154.2中国食品企业危机管理的应对策略.....................................................................175结论....................................................................................................................................18参考文献.....................................................................................................错误!未定义书签。致谢..........