危機管理的公關策略：以大賣場食品安全危機為例
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2020
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['2020年全球籠罩在COVID–19的危機下，截至7月下旬，已有1880萬人確診，70.6萬人死亡，看不見的病毒擾亂了所有人的生活、所有企業的工作，甚至每一個人的生命。至今警報尚未解除，危機無孔不入的藏在我們身邊，企業也同樣面臨各種危機的挑戰。我們不能逃避，必須做好準備，正面回擊。\n本研究以近年發生於大賣場的食品安全危機為例，探究在危機發生的各個時期，大賣場做了些什麼？這些作為對於危機管理而言，是正面的幫助，還是負面的破壞？有些大賣場做了對的行動方案，成功化解危機，扭轉了消費者的負面印象；有些大賣場判斷錯誤、逃避置之不理、動作太慢、或做了錯誤的行動，反而重創企業形象。從文獻中探討出歷年食品安全危機發生時，對於全臺灣的影響擴及政府、企業、消費者，研究者從大賣場第一線親身處理危機事件的角度，歷經近年大大小小危機案例，在內部危機管理小組統籌溝通以及外部媒體及公共關係應對累積的經驗，輔以理論結構的基礎，結合個案分析法、次級資料分析法以及研究者親身觀察，研究出危機事件的公關策略行動方案，以此公關行動方案，套用在先前發生的八件食品危機案例，運用在危機生命週期的各階段中，一一檢視個案中有執行與未執行公關行動方案，對於食品安全危機處理過程，造成的媒體輿論反應與危機後續發展的影響程度，進而驗證當企業發生危機時，公關行動方案是否奏效以及檢視公關行動方案對於企業處理食品安全危機事件時，是否具有參考性及實用價值。\n']
["Under the crisis of COVID-19 in the world in 2020, 706,000 people have died until mid-July. The invisible virus has disrupted the lives of all people, the work of all enterprises, and even the lives of everyone. So far, the alarm has not been lifted, the crisis is pervasive, and companies are also facing challenges of various crises. We cannot escape, we must be prepared to fight back head-on.\nThis study uses the food safety crisis cases that has occurred in wholesalers in recent years as anexample to explore what the wholesalers have done in each period of the crisis. Are these actions a positive help or a negative disruption for crisis management? Some wholesalers have taken the right action plan to successfully resolve the crisis and reverse the negative impressions of consumers; some wholesalers have made wrong judgments, evaded ignorance, moved too slowly, or did wrong actions, but instead reinvented the corporate image. From the literature, we explored the impact of the food safety crisis over the years on Taiwan, the government, enterprises, and consumers. From the perspective of first-hand handling of crisis events in wholesalers, researchers have experienced large and small crisis cases in recent years. The internal crisis management team coordinated communication and accumulated experience of external media and public relations, supplemented by the foundation of the theoretical structure, combined with case analysis, secondary data analysis, and researchers’ personal observation to study the public relations strategy and action plan of the crisis event. This public relations action plan was applied to the eight food crisis cases that occurred in the past, and was used in each stage of the crisis life cycle. One by one inspected the cases of the implementation and non-execution of public relations action plans. The degree of influence of the media's public opinion response and the subsequent development of the crisis, and then to verify whether the public relations action plan works when the enterprise is in crisis and to examine whether the public relations action plan is of reference and practical value for the enterprise to deal with food safety crisis events.\n\n\n"]
["Under the crisis of COVID-19 in the world in 2020, 706,000 people have died until mid-July. The invisible virus has disrupted the lives of all people, the work of all enterprises, and even the lives of everyone. So far, the alarm has not been lifted, the crisis is pervasive, and companies are also facing challenges of various crises. We cannot escape, we must be prepared to fight back head-on.\nThis study uses the food safety crisis cases that has occurred in wholesalers in recent years as anexample to explore what the wholesalers have done in each period of the crisis. Are these actions a positive help or a negative disruption for crisis management? Some wholesalers have taken the right action plan to successfully resolve the crisis and reverse the negative impressions of consumers; some wholesalers have made wrong judgments, evaded ignorance, moved too slowly, or did wrong actions, but instead reinvented the corporate image. From the literature, we explored the impact of the food safety crisis over the years on Taiwan, the government, enterprises, and consumers. From the perspective of first-hand handling of crisis events in wholesalers, researchers have experienced large and small crisis cases in recent years. The internal crisis management team coordinated communication and accumulated experience of external media and public relations, supplemented by the foundation of the theoretical structure, combined with case analysis, secondary data analysis, and researchers’ personal observation to study the public relations strategy and action plan of the crisis event. This public relations action plan was applied to the eight food crisis cases that occurred in the past, and was used in each stage of the crisis life cycle. One by one inspected the cases of the implementation and non-execution of public relations action plans. The degree of influence of the media's public opinion response and the subsequent development of the crisis, and then to verify whether the public relations action plan works when the enterprise is in crisis and to examine whether the public relations action plan is of reference and practical value for the enterprise to deal with food safety crisis events.\n\n\n"]
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Keywords
公關策略, 危機管理, 食品安全危機, 大賣場, Public Relationship Strategy, Crisis Management, Food-Safety Crisis, Wholesaler