本文拟使用的方法有文献研究法和案例分析法、比较研究法以及危机管理
的 4R 模型和 PPRR 理论模型法。通过对 M 公司近年来在经营中遭案
大食品安全危机事件的反应、处理过程进行分析，结合新的媒体环境下的信息
传播特点，对已知的转危为安、转危为机的正面案例进行了调查，归纳出 M 公
司危机沟通机制模型，并对其组成要素、运行效果和特点进行总结
本文的结论主要有：危机是企业在经营过程中不可避免的风险。M 公司的
危机管理机制中，最显著的特点是自身出现问题时敢于承认错误同时改进创新；
面临不公正舆论环境时善于正确引导消除误解，并且由此提升自身形象。同时，
M 公司探索形成了符合本企业和所在行业的危机管理机制，重视沟通机制，保
持对外部信息的敏感度，在危机发生后能够扬长避短，科学处理，转危为机
通过学习和借鉴优秀跨国企业在危机管理上的策略和做法，对于国内企业
探索合适的危机管理提供了一定的借鉴
关键词：危机；食品安全危机；危机沟通
- III -
Abstract
Crisis is the case which will be threaten to a company's future profitability,
growth and survival. Today, due to the abundance and diversity for the way to convey
information, and public awareness about the right to know, the right to participate in
the rising, the probability for enterprise to suffer public crisis is more and more high,
which also tempers the communication and management capacity of enterprises to
deal with the crisis. Along with the ever-changing information tools, the causes of the
crisis outbreak have more different features than before such as more frequent
outbreaks of frequency, inducement and types of crisis more varied, resulting be more
significant and more difficult to be repaired, and so on. It is of great significance to
establish perfect crisis prevention system and communication mechanism for the
stable and sustainable development of enterprises, no matter from the perspective of
organizational development or daily operation point of view.
This paper uses the methods include literature study and case analysis,
comparative study.
The study analyzes several major food safety crises suffered company M in recent
years, analyzing the operating in the reaction process, combining with the
characteristics of new media environment of information dissemination, and
investigating the cases of turn the crisis into an opportunity for positive cases,
concluding the effective communication mechanism in crisis management for
company M，summarizing the elements, operation effect and characteristic of the
mechanism.
This paper concluded that the crisis is inevitable in the process of business
enterprise. The most remarkable characteristic of company M’s crisis management
mechanism is that it dares to admit mistakes when it really does wrong and tries to
correct and improve it, on the other side it is good at guiding to the right way to
eliminate misunderstanding in the face of unfair in order to improve its image. At the
same time, company M explored crisis management in accordance with itself and the
industry combining with the important and basic theories. Company M pays attention
to the importance of the communication mechanism, keeps the sensitivity for the
external information, fosters strengths and circumvents weaknesses facing the crisis,
and then turn the crisis into an opportunity.
Through learn and draw lessons from excellent multinational enterprises in crisis北京工业大学工商管理硕士学位论文
management, it should be helpful for domestic small and medium-sized corporations
to establish their crisis management system.
Keywords: Crisis; Food safety crisis;Crisis communication
==>>