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研究生:鄭淑瑛
研究生(外文):Cheng Shu Ying
論文名稱:危機情境、反應策略與關鍵公眾之關係管理效果以「寶路狗飼料中毒事件」為例
論文名稱(外文):Crisis situation、Crisis-response strategy and Key Public Relationship Management Effectiveness - A Case Study of The Pedigree Poison Event.
指導教授:吳宜蓁吳宜蓁引用關係
學位類別:碩士
校院名稱:輔仁大學
系所名稱:大眾傳播學研究所
學門:傳播學門
學類:一般大眾傳播學類
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:118
中文關鍵詞:危機情境危機反應策略服務補救媒體效能關鍵公眾關係管理效果
外文關鍵詞:Crisis situation、Crisis-response strategy、Service recovery、Media effectiveness、Key public、relationship management effe
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本研究從「危機傳播」的角度出發,並以艾汾公司在2004年爆發的寶路狗飼料引發狗隻腎衰竭死亡事件做為分析案例。研究重點在於觀察艾汾寶路在狗飼料中毒事件發生期間所運用的危機溝通策略,以及危機後續的補償行動,並以媒體評價與關鍵公眾的關係變化來觀察企業危機溝通策略與後續補償行動的效果。

研究以內容分析法與深度訪談法做為資料分析方法,企圖以質量化研究並重的方式求得最佳的研究成果。研究分析艾汾「寶路狗飼料中毒事件」運用的策略結果發現,艾汾在事件初期時因為獸醫師和媒體的質疑與指控,而使企業陷入危機中,但也因為沒有明顯的證據顯示,因此在事件初期艾汾使用的策略為「否認策略」,甚至出現對獸醫師進行訴訟的「攻擊指控者策略」。不過艾汾後來為了取信於消費者也決定採取將產品下架回收的「取悅迎合策略」。

直到後來證實寶路泰國廠有黴菌導致狗隻腎臟病,艾汾的危機溝通策略則轉為向外界致歉的「道歉策略」,並且開始收集飼主資料進行賠償事宜的「修正行動策略」。隨著艾汾與受害飼主談賠償問題時出現爭議,此時的策略又轉而以獲取消費者認同的「取悅迎合策略」。從上述研究結果得知,艾汾公司在面對不同的危機情境時,所運用的危機反應策略也會有所不同,因此本研究呼應了Coombs危機情境與危機策略兩者間具有一定的關聯性。

再者,研究中將進一步以服務補救的概念來了解企業進行修補行動策略時,所採行的具體補償行動,結果發現大部份是以金錢補償的方式,此外也包括實物上的補償。值得一提的是,在補償上也論及精神層次的討論。

最後,從「危機情境—危機反應策略—策略效果」三者關係的檢視,本研究以媒體與關鍵公眾關係效果的評價上發現,企業在危機情境下所採用的危機反應策略則是影響外界評價企業處理危機的成敗。再者,受眾端對於後續補償行動的滿意與否也是影響企業與消費者日後關係持續的關鍵。
第一章 緒論............................1
  第一節 研究背景........................1
  第二節 研究動機........................4
  第三節 研究目的與研究問題...................7
  第四節 個案選擇........................8
  第五節 研究價值....................... 10
  第六節 名詞解釋....................... 11
第二章 文獻探討......................... 12
  第一節 危機傳播研究取徑. .................. 13
一、危機傳播的定義.................... 13
二、危機傳播的研究取向.................. 14
  第二節 危機情境的面向 .................... 17
  第三節 危機反應策略與後續補償行動 .............. 21
一、Coombs 的危機反應策略 ................21
二、危機後的修正行動¬-補償行動策略 ........... 24
  第四節 危機情境與危機反應策略關聯性 ............. 26
  第五節 策略效果評價 ..................... 29
     一、媒體的效果測量 ................... 29
二、組織-公眾關係的效果測量 .............. 31
  第六節 小結 ......................... 37
第三章 研究設計與方法 ...................... 38
  第一節 研究架構 ....................... 38
  第二節 內容分析法 ...................... 40
  一、內容分析法的意涵 ................... 40
二、樣本選取與分析步驟.................. 40
     三、測量單位與類目建立.................. 41
  第三節 深度訪談法 ...................... 46
    一、深度訪談法意涵與目的 ................. 46
二、訪談樣本選取..................... 46
三、訪談內容....................... 48
第四章 研究結果......................... 51
  第一節 艾汾「寶路事件」新聞量分佈.............. 51
  第二節 艾汾「寶路事件」危機情境變化............. 51
  第三節 艾汾「寶路事件」危機反應策略與補償行動策略...... 53
    一、艾汾「寶路事件」危機反應策略變化........... 55
    二、艾汾「寶路事件」補償行動............... 57
  第四節 艾汾「寶路事件」危機情境與反應策略的關聯性分析.... 62
  第五節 艾汾「寶路事件」策略效果評價............. 66
    一、媒體評價....................... 66
    二、關鍵公眾評價..................... 72
    三、小結......................... 86
第五章 結論........................... 88
  第一節 結論......................... 88
  第二節 討論與建議...................... 97
  第三節 研究限制與未來研究建議................102
參考文獻.............................104
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