[转帖][转帖]品牌危机管理--防范与应对（二）
<p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 0cm; LINE-HEIGHT: 12pt; mso-char-indent-count: 0;"><b><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">二、企业品牌危机的应对<span lang="EN-US"><p></p></span></span></b></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 0cm; LINE-HEIGHT: 12pt; mso-char-indent-count: 0;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">如何应对品牌危机？让我们看看<span lang="EN-US">05</span>年<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德</span></span></a></span>基“苏丹红”事件的处理给我们什么样的启示。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2005" month="2" day="23" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">2005</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">年<span lang="EN-US">2</span>月<span lang="EN-US">23</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">，中国质检总局开始通知全国彻查。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2006" month="3" day="15" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">3</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">月<span lang="EN-US">15</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>旗下的新奥尔良烤翅和新奥尔良烤鸡腿堡被检测出含有“苏丹红<span lang="EN-US">1</span>号”。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2006" month="3" day="16" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">3</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">月<span lang="EN-US">16</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">上午，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>要求所有门店停止销售新奥尔良烤翅和新奥尔良烤鸡腿堡。当天<span lang="EN-US">17</span>：<span lang="EN-US">00</span>，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>连锁店的管理公司百胜餐饮集团向消费者公开道歉<span lang="EN-US">,</span>集团总裁苏敬轼明确表示，将会追查相关供应商的责任。<span lang="EN-US"><br/> <p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2006" month="3" day="17" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">3</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">月<span lang="EN-US">17</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">，《南方都市报》、《广州日报》等媒体在头版头条，大篇幅刊登了关于<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>致歉的相关报道。其他许多媒体也对<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>勇于认错的态度表示赞赏。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2006" month="3" day="19" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">3</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">月<span lang="EN-US">19</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>连续向媒体发布了<span lang="EN-US">4</span>篇声明，介绍“涉红”产品的检查及处理情况。百胜餐饮集团总裁苏敬轼发布了调查苏丹红的路径图：<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>产品调料中发现苏丹红成份———调查这两款产品的配料来源———发现该配料来自中山基快富公司———追查所有中山基快富公司进料———锁定来自中山基快富的<span lang="EN-US">9</span>批辣椒粉———<span lang="EN-US">9</span>批辣椒粉中有<span lang="EN-US">2</span>批发现苏丹红成份———查实中山基快富是从宏芳香料（昆山）有限公司采购的原料。根据线索重新追查使用过含“苏丹红”调料的其它连锁店的产品———北京朝阳区<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>万惠店抽查发现香辣鸡翅、香辣鸡腿汉堡、劲爆鸡米花三种产品含苏丹红———北京的这三种产品停售。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2006" month="3" day="23" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">3</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">月<span lang="EN-US">23</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>在全国恢复了被停产品的销售。苏敬轼说，“中国百胜餐饮集团现在负责任地向全国消费者保证：<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>所有产品都不含苏丹红成份，完全可以安心使用”。<span lang="EN-US">28</span>日百胜餐饮集团召开新闻发布会，苏敬轼现场品尝<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>食品。百胜集团表示决定采取中国餐饮行业史无前例的措施确保食品安全。<span lang="EN-US"><br/> <p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2006" month="4" day="2" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">4</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">月<span lang="EN-US">2</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>开始对四款“涉红”产品进行促销活动，最高降价幅度达到<span lang="EN-US">3</span>折，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>销售逐渐恢复元气。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><chsdate year="2006" month="4" day="6" islunardate="False" isrocdate="False" wst="on"></chsdate><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">4</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">月<span lang="EN-US">6</span>日</span><chsdate></chsdate><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>主动配合<span lang="EN-US"><a href="http://www.globrand.com/list/3-3.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">中央电视台</span></span></a></span>《新闻调查》和《每周质量报告》等栏目的采访，记者的关注焦点已由<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>“涉红”转变为对原料和生产链的全方位追踪。 至此，<span lang="EN-US"><a href="http://www.globrand.com/list/3-26-21.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">肯德基</span></span></a></span>顺利度过“苏丹红”危机。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;"><p> </p></span></p><p> </p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">危机应对首先要在企业中成立一个危机应对的常规系统。<span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">首先，大多数的危机爆发是最先从媒体报道开始出现问题的，所以如果能有效地控制或者把握媒体，可以说危机处理就抓住了重要的一环。通常的做法是，关系不错的媒体要求不予报道；关系一般的媒体尽量要求少报道；对关系不怎么样的媒体，即使花费一点费用最好让其能够不予报道也是值得的。<span lang="EN-US"> <p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">这个要求企业能够尽快将危机的真相搞清楚，和媒体反复沟通促成共识。<span lang="EN-US">04</span>年<span lang="EN-US"><a href="http://www.globrand.com/list/3-162-11.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">三鹿</span></span></a></span>误报危机的时候，三鹿公司在危机报道的当天和全国<span lang="EN-US">40</span>多家都市类媒体沟通，澄清了<span lang="EN-US"><a href="http://www.globrand.com/list/3-162-11.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">三鹿</span></span></a></span>被误报的真相，最终保证了<span lang="EN-US"><a href="http://www.globrand.com/list/3-162-11.shtml" target="_blank"><span lang="EN-US" style="COLOR: black; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">三鹿</span></span></a></span>的负面新闻没有在全国扩散，保证了危机面的控制。<span lang="EN-US"> <p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">其次，也是最重要的一条，即是危机的决策系统。可以说处理危机的首要原则是快速反应，而快速反映的根本方法就是要有快速的决策系统。这就要求在危机出现的时候要有一个由直接决策人直接参与的团队。这个决策者最好由企业的一把手亲自担任，这样有利于面临事情需决断时，能当即拍板，避免互相推诿延误战机。<span lang="EN-US"> <p></p></span></span></p><p></p><p></p><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 新宋体;">最后，就是危机新闻的公布系统。为了避免危机新闻的多面性，企业最好指定一名新闻发言人，负责应对媒体及社会各界的问题，同时要制定好公布新闻的策略和时机。选定的新闻发言人，要求对企业、对媒体、对行业法律法规都比较熟悉，而且应变能力比较强。由新闻发言人做到口径统一才更容易控制局面，否则多人发表意见难免会口径不一，最终造成媒体反复追击、反复报道，以致危机高温不降。<span lang="EN-US"> </span></span></p>
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