基于利益相关者的品牌危机管理研究
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摘要
近年来,国内外知名品牌频繁发生危机,使得品牌所有者企业蒙受巨大经济损失。品牌危机不仅直接危及品牌的生存与发展,有时甚至会对品牌所有企业造成致命的打击。在市场经济高度发展、信息技术发达的今天,品牌经营环境越来越具动态化,企业若不能很好地适应环境的变化或者企业品牌运营本身出现问题,都有可能引发品牌危机。对品牌危机进行研究,探索更为科学的管理之道具有重要意义。
目前,品牌危机管理研究尚处于初级阶段,基于利益相关者的品牌危机系统研究尚不多见。有鉴于此,本文从品牌危机发生的现状出发,运用品牌理论和危机管理理论等相关研究成果,结合利益相关者理论,以系统分析等现代管理科学方法为工具,对品牌危机管理进行探索性研究。主要工作及创新点如下:
(1)从利益相关者角度研究品牌危机管理问题。以品牌的契约性为基础,研究了品牌危机的发生机理,提出品牌危机的本质是品牌与利益相关者契约关系的扭曲;针对品牌危机对利益相关者的不同影响以及利益相关者的不同反应,对利益相关者在危机中的角色进行分析,构建了品牌危机管理的理性基础。
(2)构建了基于信息传播规律的危机沟通机制。在对品牌危机中真实信息、虚假信息传播规律分析总结的基础上,建立品牌危机中的企业与利益相关者的沟通体系,并对品牌危机中企业内部、外部利益相关者沟通中的博弈机制进行分析,提出了相应的危机沟通策略。
(3)建立品牌危机的利益相关者群决策系统。针对品牌危机的应对决策的特征进行分析,在引入利益相关者群体参与决策的情况下,基于有限理性的前提建立了品牌危机动态群决策模型,并据此构建了品牌危机动态决策支持中心。
(4)建立品牌危机管理绩效评估模型。基于品牌危机管理的特点,对企业品牌危机管理在明确维护利益相关者利益这一价值导向下,运用平衡计分卡思想和ANP-多层次模糊综合评测方法,构建了品牌危机管理绩效评估指标体系和绩效评估模型。
In recent years, domestic and international famous brands fell frequently in crises, which made the brand owner enterprises suffered huge economic losses. Brand crises could threaten directly the survival and development of brands, and sometimes even make a fatal blow to the brand owner enterprises.
Today market economy and information transmission are highly developed, which contribute to a more and more dynamic environment for brand business. Enterprises can not adapt to the changing environment well or corporate brand management itself breaks down could trigger brand crises. So it is of great significance to study on the brand crisis and explore more scientific management methods.
At present, the research on brand crisis management is still at the preliminary stage, and systematic research based on the stakeholders of brand crisis is still rare. In view of this, starting from the status that brand crisis has happened; this thesis probed the brand crisis management with system analysis based on the stakeholder theory, brand theory and crisis management theory. The main work and innovations would be described as follows:
Firstly, study enterprise brand crisis management issues from the point of view of stakeholders. After anatomizing the contractual nature of brand, the formation mechanism is studied and the essence of brand crisis is extracted as distorted contractual relationship between brand owner enterprise and its stakeholders within the contract system. The brand crisis affected the stakeholders’interests in some sense and they will response differently, so the roles of internal and external stakeholders in the crisis are analyzed, based on which, a brand crisis management rational basis is constructed.
Secondly, the crisis communication mechanism has been established based on the information spread in the crisis. After studying the rule of real information and false information in the brand crisis, the communication system between enterprise and the stakeholders is established. In addition, the mechanism of game during the internal and external communication has been studied. Then some communication strategies are supplied.
Thirdly, stakeholders’group decision-making system for the brand crisis has been established. After the analysis of the characteristics brand crisis decision-making, the dynamic group decision-making model is made based on the premise of bounded rationality, under the condition of stakeholders’participation. Then brand crisis dynamic Decision Support Center (DSC) is constructed.
Fourthly, guided by the stakeholders’value-oriented principle, the brand crisis management performance evaluation model is constructed based on balanced scorecard (BSC). ANP-based fuzzy comprehensive means is tried also to quantify the system.
目前,品牌危机管理研究尚处于初级阶段,基于利益相关者的品牌危机系统研究尚不多见。有鉴于此,本文从品牌危机发生的现状出发,运用品牌理论和危机管理理论等相关研究成果,结合利益相关者理论,以系统分析等现代管理科学方法为工具,对品牌危机管理进行探索性研究。主要工作及创新点如下:
(1)从利益相关者角度研究品牌危机管理问题。以品牌的契约性为基础,研究了品牌危机的发生机理,提出品牌危机的本质是品牌与利益相关者契约关系的扭曲;针对品牌危机对利益相关者的不同影响以及利益相关者的不同反应,对利益相关者在危机中的角色进行分析,构建了品牌危机管理的理性基础。
(2)构建了基于信息传播规律的危机沟通机制。在对品牌危机中真实信息、虚假信息传播规律分析总结的基础上,建立品牌危机中的企业与利益相关者的沟通体系,并对品牌危机中企业内部、外部利益相关者沟通中的博弈机制进行分析,提出了相应的危机沟通策略。
(3)建立品牌危机的利益相关者群决策系统。针对品牌危机的应对决策的特征进行分析,在引入利益相关者群体参与决策的情况下,基于有限理性的前提建立了品牌危机动态群决策模型,并据此构建了品牌危机动态决策支持中心。
(4)建立品牌危机管理绩效评估模型。基于品牌危机管理的特点,对企业品牌危机管理在明确维护利益相关者利益这一价值导向下,运用平衡计分卡思想和ANP-多层次模糊综合评测方法,构建了品牌危机管理绩效评估指标体系和绩效评估模型。
In recent years, domestic and international famous brands fell frequently in crises, which made the brand owner enterprises suffered huge economic losses. Brand crises could threaten directly the survival and development of brands, and sometimes even make a fatal blow to the brand owner enterprises.
Today market economy and information transmission are highly developed, which contribute to a more and more dynamic environment for brand business. Enterprises can not adapt to the changing environment well or corporate brand management itself breaks down could trigger brand crises. So it is of great significance to study on the brand crisis and explore more scientific management methods.
At present, the research on brand crisis management is still at the preliminary stage, and systematic research based on the stakeholders of brand crisis is still rare. In view of this, starting from the status that brand crisis has happened; this thesis probed the brand crisis management with system analysis based on the stakeholder theory, brand theory and crisis management theory. The main work and innovations would be described as follows:
Firstly, study enterprise brand crisis management issues from the point of view of stakeholders. After anatomizing the contractual nature of brand, the formation mechanism is studied and the essence of brand crisis is extracted as distorted contractual relationship between brand owner enterprise and its stakeholders within the contract system. The brand crisis affected the stakeholders’interests in some sense and they will response differently, so the roles of internal and external stakeholders in the crisis are analyzed, based on which, a brand crisis management rational basis is constructed.
Secondly, the crisis communication mechanism has been established based on the information spread in the crisis. After studying the rule of real information and false information in the brand crisis, the communication system between enterprise and the stakeholders is established. In addition, the mechanism of game during the internal and external communication has been studied. Then some communication strategies are supplied.
Thirdly, stakeholders’group decision-making system for the brand crisis has been established. After the analysis of the characteristics brand crisis decision-making, the dynamic group decision-making model is made based on the premise of bounded rationality, under the condition of stakeholders’participation. Then brand crisis dynamic Decision Support Center (DSC) is constructed.
Fourthly, guided by the stakeholders’value-oriented principle, the brand crisis management performance evaluation model is constructed based on balanced scorecard (BSC). ANP-based fuzzy comprehensive means is tried also to quantify the system.
引文
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