摘 要
品牌危机管理是企业维护声誉和市场地位的重要环节，然而传统研究多聚焦于单一视角下的公关或营销策略，忽视了两者协同作用的潜力。本研究旨在探讨公关与营销策略在品牌危机管理中的协同机制及其对危机应对效果的影响。通过构建理论框架并采用混合研究方法，包括问卷调查与案例分析，研究发现公关策略能够有效缓解危机初期的负面影响，而营销策略则在危机后期的品牌恢复中发挥关键作用；两者的协同运用可显著提升危机管理的整体效能。创新点在于首次提出“双轨协同模型”，强调危机管理中公关与营销功能的互补性，并验证了其在不同危机类型中的适用性。研究结果为企业提供了优化危机管理策略的具体路径，同时丰富了品牌危机管理的理论体系，为相关领域的实践与研究奠定了坚实基础。
关键词：品牌危机管理；公关与营销协同；双轨协同模型；危机应对效果；理论框架构建
Abstract
Brand crisis management is a critical component for enterprises to maintain their reputation and market position. However, traditional research has predominantly focused on public relations or marketing strategies from a single perspective, neglecting the potential of their synergistic effects. This study aims to explore the synergy mechanism between public relations and marketing strategies in brand crisis management and its impact on the effectiveness of crisis response. By constructing a theoretical fr amework and employing a mixed-methods approach, including questionnaire surveys and case analyses, it was found that public relations strategies can effectively mitigate negative impacts during the early stages of a crisis, while marketing strategies play a crucial role in brand recovery during the later stages. The synergistic application of both strategies significantly enhances the overall efficiency of crisis management. An innovation of this study lies in the first-time proposal of the "Dual-Track Synergy Model," which emphasizes the complementarity of public relations and marketing functions in crisis management and validates its applicability across different types of crises. The research findings provide enterprises with specific pathways to optimize their crisis management strategies and enrich the theoretical system of brand crisis management, laying a solid foundation for practical applications and further research in related fields.
Keywords: Brand Crisis Management；Public Relations And Marketing Synergy；Dual-Track Synergy Model；Crisis Response Effectiveness；Theoretical fr amework Construction
目 录
一、引言 1
二、危机管理中公关与营销的协同机制 1
（一）公关与营销在品牌危机中的角色定位 1
（二）协同机制的理论框架与实践模型 2
（三）协同机制对危机管理效率的影响 3
三、公关与营销策略在危机传播中的应用 3
（一）危机传播中的信息传递与公众沟通 3
（二）营销工具在危机传播中的辅助作用 4
（三）公关与营销策略的整合路径 4
四、危机后品牌形象修复与市场恢复策略 5
（一）品牌形象修复中的公关主导作用 5
（二）营销策略在市场恢复中的关键作用 5
（三）公关与营销协同的品牌重塑方案 6
结 论 6
致 谢 7
参考文献 8
品牌危机管理是企业维护声誉和市场地位的重要环节，然而传统研究多聚焦于单一视角下的公关或营销策略，忽视了两者协同作用的潜力。本研究旨在探讨公关与营销策略在品牌危机管理中的协同机制及其对危机应对效果的影响。通过构建理论框架并采用混合研究方法，包括问卷调查与案例分析，研究发现公关策略能够有效缓解危机初期的负面影响，而营销策略则在危机后期的品牌恢复中发挥关键作用；两者的协同运用可显著提升危机管理的整体效能。创新点在于首次提出“双轨协同模型”，强调危机管理中公关与营销功能的互补性，并验证了其在不同危机类型中的适用性。研究结果为企业提供了优化危机管理策略的具体路径，同时丰富了品牌危机管理的理论体系，为相关领域的实践与研究奠定了坚实基础。
关键词：品牌危机管理；公关与营销协同；双轨协同模型；危机应对效果；理论框架构建
Abstract
Brand crisis management is a critical component for enterprises to maintain their reputation and market position. However, traditional research has predominantly focused on public relations or marketing strategies from a single perspective, neglecting the potential of their synergistic effects. This study aims to explore the synergy mechanism between public relations and marketing strategies in brand crisis management and its impact on the effectiveness of crisis response. By constructing a theoretical fr amework and employing a mixed-methods approach, including questionnaire surveys and case analyses, it was found that public relations strategies can effectively mitigate negative impacts during the early stages of a crisis, while marketing strategies play a crucial role in brand recovery during the later stages. The synergistic application of both strategies significantly enhances the overall efficiency of crisis management. An innovation of this study lies in the first-time proposal of the "Dual-Track Synergy Model," which emphasizes the complementarity of public relations and marketing functions in crisis management and validates its applicability across different types of crises. The research findings provide enterprises with specific pathways to optimize their crisis management strategies and enrich the theoretical system of brand crisis management, laying a solid foundation for practical applications and further research in related fields.
Keywords: Brand Crisis Management；Public Relations And Marketing Synergy；Dual-Track Synergy Model；Crisis Response Effectiveness；Theoretical fr amework Construction
目 录
一、引言 1
二、危机管理中公关与营销的协同机制 1
（一）公关与营销在品牌危机中的角色定位 1
（二）协同机制的理论框架与实践模型 2
（三）协同机制对危机管理效率的影响 3
三、公关与营销策略在危机传播中的应用 3
（一）危机传播中的信息传递与公众沟通 3
（二）营销工具在危机传播中的辅助作用 4
（三）公关与营销策略的整合路径 4
四、危机后品牌形象修复与市场恢复策略 5
（一）品牌形象修复中的公关主导作用 5
（二）营销策略在市场恢复中的关键作用 5
（三）公关与营销协同的品牌重塑方案 6
结 论 6
致 谢 7
参考文献 8
