摘要:近期，由于一份“第三方检测机构”的报告，雅培被冠以“最差奶粉”之名。日前，广西食品药品监督局对2批次乳制品进行抽检，结果显示大肠菌群最高超标44倍，目前已责令生产经营企业下架召回。在危机事件频发的今天，我国乳制品企业如何应对，是我们必须要攻克的课题。从我国乳制品企业的发展现状中可以看出企业在实施危机公关管理方面存在许多问题。首先分析乳制品企业进行危机公关管理出现的问题，详细阐述进行危机公关的重要性以及如何进行有效的危机公关。其次以光明乳业为例进行具体的考量。最后基于光明乳业的实践，对我国乳制品企业进行危机公关管理提出建议，建立危机预警方案，以提高乳制品企业危机公关实施的有效性。48517

毕业论文关键词:危机公关策略;危机事件；光明乳业

Crisis Public Relations Strategy In The Dairy Products Enterprise Application Research—Taking the Case of Bright Dairy

Abstract: Recently, because of a "third party testing institutions" report, abbott has been dubbed "the worst milk powder". A few days ago, the food and drug administration of guangxi to sampling observation of 2 batches of dairy products, the results showed coliform group highest standard 44 times, has ordered the production and business operation companies recalled from the shelves. In today's frequent crises, how to deal with dairy enterprises in China, is the task that we have to conquer. The current situation of the development of the dairy companies in China can be seen in the enterprise there are many problems in the implementation of crisis public relations management. First analysis of the problems in the dairy products enterprise crisis public relations management, elaborated on the importance of crisis public relations crisis public relations, and how to effectively. Secondly in bright dairy, for example for specific reasons. Finally based on the practice of bright dairy, puts forward Suggestions on China's dairy products enterprise crisis public relations management, establish a crisis early warning, to improve the effectiveness of the dairy products enterprise crisis management implementation.

Key Words: Crisis public relations strategy; Crisis events; Bright dairy

目    录

摘  要 1

Abstract 1

一、危机公关相关理论概述 2

（一）危机公关战略的概念及特点 2

（二）实施危机公关战略的必要性 4

二、我国乳制品行业的发展 5

（一）我国乳制品行业的发展历程 5

（二）我国乳制品行业的发展现状 6

   （三）乳制品行业的危机公关现状及问题6

三、光明乳业实施危机公关的策略分析 8

（一）光明乳业及光明事件的发展..8

（二）光明乳业实施危机公关策略实践 9

    （三）光明乳业危机公关实践的经验与缺陷11

四、对我国乳制品企业实施危机公关的启示 12

（一）培养企业危机意识，建立满足自身发展的危机管理机制 12

（二）加强品牌安全管理体系，建立危机预警机制 13

（三）建立现代企业制度，构建与政府、媒体、公众沟通平台 14 危机公关策略在乳制品企业光明乳业应用研究:http://www.youerw.com/guanli/lunwen_51156.html