摘要
在当今复杂多变的商业环境中，企业面临着各种危机事件的挑战，这些危机不仅威胁企业的正常运营，更对品牌形象造成严重损害。本研究聚焦于企业危机管理中的公关策略与品牌形象修复，旨在探讨有效的公关应对措施以实现品牌形象的有效重塑。通过对国内外大量危机事件案例进行深入剖析，并结合问卷调查、访谈等实证研究方法，系统梳理了不同类型危机情境下公关策略的应用模式及其效果评估体系。研究发现，在危机爆发初期，及时透明的信息披露是稳定公众情绪的关键；而基于利益相关者理论构建的沟通机制能够有效整合各方资源，为后续品牌修复奠定基础。此外，创新性地提出将社会责任融入公关策略之中，通过积极履行社会责任来提升企业公信力，这一理念为企业提供了全新的视角和路径。本研究丰富了危机管理理论框架，为企业制定科学合理的公关策略提供了实践指导，对于维护企业声誉、促进可持续发展具有重要意义。
关键词：企业危机管理；公关策略；品牌形象修复
Abstract
In today's complex and ever-changing business environment, enterprises are confronted with various challenges posed by crisis events, which not only threaten their normal operations but also cause significant damage to brand image. This study focuses on public relations strategies in corporate crisis management and the restoration of brand image, aiming to explore effective PR responses for successful brand repositioning. By conducting an in-depth analysis of numerous domestic and international crisis cases and combining empirical research methods such as questionnaires and interviews, this study systematically examines the application patterns of PR strategies under different types of crisis scenarios along with their corresponding evaluation systems. The findings indicate that timely and transparent information disclosure during the early stages of a crisis is crucial for stabilizing public emotions. Furthermore, a communication mechanism constructed based on stakeholder theory can effectively integrate resources from all parties, laying a solid foundation for subsequent brand recovery efforts. Additionally, this study innovatively proposes integrating corporate social responsibility into public relations strategies, suggesting that proactive fulfillment of social responsibilities can enhance corporate credibility and provide enterprises with new perspectives and approaches. This research enriches the theoretical fr amework of crisis management and offers practical guidance for developing scientifically sound PR strategies, playing a vital role in maintaining corporate reputation and promoting sustainable development.
Keywords：Corporate Crisis Management; Public Relations Strategies; Brand Image Restoration
目 录
摘要 I
Abstract II
一、绪论 1
(一) 企业危机管理的研究背景与意义 1
(二) 公关策略与品牌形象修复的研究现状 1
(三) 研究方法与理论框架 2
二、危机管理中的公关策略分析 2
(一) 公关策略在危机管理中的作用 2
(二) 危机沟通的关键要素与实施路径 3
(三) 典型案例中的公关策略应用 3
三、品牌形象受损的成因与评估 4
(一) 品牌形象受损的主要原因分析 4
(二) 危机对品牌形象的影响评估方法 5
(三) 数据驱动的品牌形象受损量化研究 5
四、品牌形象修复的策略与实践 6
(一) 品牌形象修复的核心原则与步骤 6
(二) 社交媒体时代的品牌修复策略 7
(三) 长期品牌信任重塑的路径探索 7
结 论 9
参考文献 10
在当今复杂多变的商业环境中，企业面临着各种危机事件的挑战，这些危机不仅威胁企业的正常运营，更对品牌形象造成严重损害。本研究聚焦于企业危机管理中的公关策略与品牌形象修复，旨在探讨有效的公关应对措施以实现品牌形象的有效重塑。通过对国内外大量危机事件案例进行深入剖析，并结合问卷调查、访谈等实证研究方法，系统梳理了不同类型危机情境下公关策略的应用模式及其效果评估体系。研究发现，在危机爆发初期，及时透明的信息披露是稳定公众情绪的关键；而基于利益相关者理论构建的沟通机制能够有效整合各方资源，为后续品牌修复奠定基础。此外，创新性地提出将社会责任融入公关策略之中，通过积极履行社会责任来提升企业公信力，这一理念为企业提供了全新的视角和路径。本研究丰富了危机管理理论框架，为企业制定科学合理的公关策略提供了实践指导，对于维护企业声誉、促进可持续发展具有重要意义。
关键词：企业危机管理；公关策略；品牌形象修复
Abstract
In today's complex and ever-changing business environment, enterprises are confronted with various challenges posed by crisis events, which not only threaten their normal operations but also cause significant damage to brand image. This study focuses on public relations strategies in corporate crisis management and the restoration of brand image, aiming to explore effective PR responses for successful brand repositioning. By conducting an in-depth analysis of numerous domestic and international crisis cases and combining empirical research methods such as questionnaires and interviews, this study systematically examines the application patterns of PR strategies under different types of crisis scenarios along with their corresponding evaluation systems. The findings indicate that timely and transparent information disclosure during the early stages of a crisis is crucial for stabilizing public emotions. Furthermore, a communication mechanism constructed based on stakeholder theory can effectively integrate resources from all parties, laying a solid foundation for subsequent brand recovery efforts. Additionally, this study innovatively proposes integrating corporate social responsibility into public relations strategies, suggesting that proactive fulfillment of social responsibilities can enhance corporate credibility and provide enterprises with new perspectives and approaches. This research enriches the theoretical fr amework of crisis management and offers practical guidance for developing scientifically sound PR strategies, playing a vital role in maintaining corporate reputation and promoting sustainable development.
Keywords：Corporate Crisis Management; Public Relations Strategies; Brand Image Restoration
目 录
摘要 I
Abstract II
一、绪论 1
(一) 企业危机管理的研究背景与意义 1
(二) 公关策略与品牌形象修复的研究现状 1
(三) 研究方法与理论框架 2
二、危机管理中的公关策略分析 2
(一) 公关策略在危机管理中的作用 2
(二) 危机沟通的关键要素与实施路径 3
(三) 典型案例中的公关策略应用 3
三、品牌形象受损的成因与评估 4
(一) 品牌形象受损的主要原因分析 4
(二) 危机对品牌形象的影响评估方法 5
(三) 数据驱动的品牌形象受损量化研究 5
四、品牌形象修复的策略与实践 6
(一) 品牌形象修复的核心原则与步骤 6
(二) 社交媒体时代的品牌修复策略 7
(三) 长期品牌信任重塑的路径探索 7
结 论 9
参考文献 10
