摘 要
随着企业面临的舆论环境日益复杂，危机公关与品牌修复成为企业管理的重要课题。本研究旨在探讨企业应对危机事件的有效策略及品牌重塑路径，通过文献综述、案例分析和实证研究相结合的方法，系统梳理了不同类型危机事件的特点及其对企业声誉的影响机制。研究发现，在危机爆发初期，及时透明的信息披露是控制事态发展的关键；在处理过程中，基于事实的沟通策略能有效缓解公众疑虑；而在后期的品牌修复阶段，诚信经营和社会责任履行是重建信任的核心要素。本研究创新性地提出了“三阶段危机管理模型”，将危机预警、应急响应和品牌重塑有机结合，为企业提供了可操作性强的实践指南，为完善我国企业危机管理体系提供了理论支持，对提升企业危机应对能力具有重要现实意义。
关键词：危机管理；品牌修复；信息披露
Abstract
As enterprises face increasingly complex public opinion environments, crisis public relations and brand restoration have become critical management issues. This study aims to explore effective strategies for corporate crisis response and pathways for brand reconstruction by integrating literature review, case analysis, and empirical research to systematically examine the characteristics of different types of crisis events and their impact mechanisms on corporate reputation. The findings indicate that timely and transparent information disclosure during the early stages of a crisis is crucial for controlling the situation's development; fact-based communication strategies during the handling process can effectively alleviate public concerns; and integrity in operations along with the fulfillment of social responsibilities are core elements in rebuilding trust during the post-crisis brand restoration phase. Innovatively, this study proposes a “three-stage crisis management model” that integrates crisis early warning, emergency response, and brand reconstruction, providing enterprises with a highly operational practical guide and offering theoretical support to improve China’s corporate crisis management system, which has significant practical implications for enhancing corporate crisis response capabilities.
Keywords: Crisis Management；Brand Repair；Information Disclosure
目 录
摘 要 I
Abstract II
一、绪论 1
（一）企业危机公关的背景与意义 1
（二）国内外研究现状综述 1
二、危机公关策略分析 2
（一）危机识别与预警机制 2
（二）危机应对策略选择 2
（三）危机沟通渠道管理 3
三、品牌受损评估与修复 3
（一）品牌受损程度评估 3
（二）品牌形象重塑路径 4
（三）消费者信任重建 5
四、危机后品牌维护与发展 5
（一）危机后的品牌监测 5
（二）品牌价值的持续提升 6
（三）危机经验总结与预防 7
结 论 7
致 谢 9
参考文献 10
