苏州科技学院本科生毕业设计（论文）麦当劳公司危机公关策略研究摘要管理不善、同行竞争或外界的特殊事件，往往会使企业陷入危机。文章就麦当劳公司的危机公关策略展开研究。首先，从麦当劳的发展现状入手，运用举例论证的方法，以麦当劳的消毒水事件和过期食品事件等为例，介绍了危机事件的起因、采取的措施及处理结果，并提出麦当劳没有做好危机预警系统，对自身产品的监督检验机制不到位，缺少与消费者必要的沟通等有待改进的地方。最后，文章得出启示,企业在面对危机的时候，应该秉承承担责任，真诚沟通，权威证实，速度第一的原则，并做到危机出现前,积极预防,尽量避免，危机结束后,重视善后,变危机为良机。关键词企业危机;公共关系;危机处理;公关策略TheMcDonald'scorporationcrisispublicrelationsI苏州科技学院本科生毕业设计（论文）strategyresearchAbstractMismanagement,peercompetitionorotherspecialevents,oftencanmaketheenterprisebeimmersedincrisis.TheMcDonald'sCorporationofcrisispublicrelationsstrategiesresearch.Firstofall,fromMacdonald'sdevelopmentpresentsituation,forexampletheuseofthemethodsofdemonstration,Macdonalddisinfectanteventsandexpiredfoodeventsasexamples,introducesthecrisisincident,themeasurestakenandresults,andproposestheMacdonalddidnotdoagoodjobincrisisearlywarningsystem,ontheirownproductssupervisionandinspectionmechanismisnotinplace,andthelackofconsumersneedcommunicationandotherplacesthatneedtobeimproved.Finally,thearticledrawsinspiration,inthefaceoftheenterprisecrisis,shouldbeheldresponsible,sincerecommunication,authorityconfirmed,thespeedofthefirstprinciple,andtoachievethepre-crisis,activeprevention,toavoidasfaraspossible,aftertheendofthecrisis,attentiontoafter-care,turningcrisisintoopportunity.KeywordsEnterprisecrisis;Publicrelations;Crisismanagement;PublicrelationsstrategyII苏州科技学院本科生毕业设计（论文）目录1麦当劳典型公关事件及其产生原因分析...................................11.1麦当劳公司简介......................................................11.2麦当劳的食品危机....................................................11.2.1麦当劳广州“消毒水”事件危机......................................11.2.23.15维权日，麦当劳被曝售过期食品.................................11.2.3禽流感危机........................................................21.2.4薯条风波..........................................................21.3麦当劳危机公关产生原因..............................................21.3.1产品质量问题......................................................21.3.2麦当劳员工营销素质问题............................................21.3.3缺少与公众有效的沟通，忽视对受害人的处理..........................32危机公关相关理论概述.................................................42.1危机公关的定义及其特点..............................................42.2危机公关5S原则.....................................................52.3危机处理的3T原则...................................................73麦当劳危机公关策略及其评价...........................................93.1麦当劳的策略........................................................93.1.1麦当劳的媒体公关策略..............................................93.1.2麦当劳的消费者公关策略............................................93.1.3麦当劳的政府公关策略.............................................103.2对麦当劳公关策略的评价.............................................104麦当劳危机公关策略的启示............................................124.1加强执行和管理的完善..........................
