本文選題：可辯解產(chǎn)品傷害危機　切入點：應對策略　出處：《南京師范大學》2014年碩士論文

【摘要】：近年來,產(chǎn)品傷害危機事件時有發(fā)生,而其中很大一部分是可辯解的產(chǎn)品傷害危機。在面對可辯解產(chǎn)品傷害危機事件時,企業(yè)采取何種策略才能最大程度上維持消費者的購買意愿?本文基于這一問題展開了相關的研究。本文從維持消費者購買意愿的角度出發(fā),對不同情境下可辯解產(chǎn)品傷害危機策略效果進行分析。 為了深入地研究這一問題,本文在確定研究內容后,首先對該問題的背景作相關敘述,接著簡要地梳理了國內外學者在產(chǎn)品傷害危機領域的研究情況。在此基礎上,本文以企業(yè)的應對策略為自變量(辯解策略、緘默策略和和解策略),消費者角購買意愿為因變量,危機的嚴重性和危機的群發(fā)屬性作為調節(jié)變量,并提出相關假設。 本文共提出了6個假設,發(fā)放了420份問卷,其中有效問卷372份。采用了SPSS18.0對問卷數(shù)據(jù)進行了統(tǒng)計學分析,包括描述性統(tǒng)計分析、因子分析和一階方差分析等。通過分析,6個假設都得到了完全證明或部分證明。 實驗結果表明：企業(yè)在應對不同情境下的可辯解產(chǎn)品傷害危機時,并不存在一個普適的應對策略,不同情境下不同的應對策略效果會有著很大的不同。就維持消費者購買意愿角度而言,緘默的策略肯定不會是最優(yōu)的策略。企業(yè)在應對嚴重且單發(fā)的危機時辯解的策略是最有效的。危機的嚴重性和群發(fā)屬性對企業(yè)策略選擇的效果存在調節(jié)作用。隨著危機的嚴重性減弱,辯解策略的效果越差而和解策略的效果越優(yōu)；同樣,隨著群發(fā)屬性的增加,辯解策略的效果越差而和解策略的效果越優(yōu)。本文也間接證明了危機嚴重性的調節(jié)作用強于危機群發(fā)屬性的調節(jié)作用。 與以往研究相比,本文的創(chuàng)新點在于證明了企業(yè)應對可辯解產(chǎn)品傷害危機時并不存在一個普適的策略。危機的嚴重性和群發(fā)屬性會對應對策略的效果產(chǎn)生影響。根據(jù)研究得出的結論,本文為企業(yè)應對可辯解產(chǎn)品傷害危機提供了一個新的思路,建議企業(yè)在處理危機事件的時候結合危機的嚴重性和危機的群發(fā)屬性,做出相應的應對策略選擇。
[Abstract]:In recent years, product injury crisis has occurred from time to time, and a large part of it is a product injury crisis that can be justified.In the face of a crisis of justifiable product injury, what strategies can companies adopt to maximize consumer willingness to buy?Based on this problem, this paper carries out related research.From the point of view of maintaining consumers' willingness to buy, this paper analyzes the effects of crisis strategies in defensible products under different circumstances.In order to study this problem deeply, this paper firstly narrates the background of the problem, and then briefly combs the research situation of domestic and foreign scholars in the field of product injury crisis.On this basis, this paper takes the enterprise's coping strategy as the independent variable (defense strategy, silence strategy and settlement strategy), consumer desire to buy as dependent variable, the severity of the crisis and the crisis attributes as adjustment variables.And put forward related hypotheses.In this paper, we put forward 6 hypotheses and issued 420 questionnaires, of which 372 were valid.SPSS18.0 was used to analyze the questionnaire data, including descriptive statistical analysis, factor analysis and first order ANOVA.Through analysis, all the six hypotheses are fully proved or partially proved.The experimental results show that there is no universal coping strategy when enterprises deal with the crisis of defensible product injury in different situations, and the effects of different coping strategies will be very different in different situations.In terms of maintaining consumers' willingness to buy, silence is certainly not the best strategy.A firm's strategy to defend itself against a serious and isolated crisis is the most effective.The severity of the crisis and the attributes of group hair have a moderating effect on the choice of enterprise strategy.As the severity of the crisis weakens, the worse the effect of the defense strategy is, the better the effect of the settlement strategy is; similarly, the worse the effect of the defense strategy is, the better the effect of the reconciliation strategy is with the increase of the attributes of the group hair.This paper also indirectly proves that the regulatory effect of crisis severity is stronger than that of crisis group.Compared with the previous studies, the innovation of this paper is to prove that there is no universal strategy for enterprises to deal with the crisis of injury of defensible products.The severity of the crisis and the nature of mass hair will have an impact on the effectiveness of response strategies.According to the conclusions of the study, this paper provides a new way for enterprises to deal with the crisis of defensible products, and suggests that enterprises should combine the severity of the crisis and the attributes of the crisis when dealing with the crisis.Make the corresponding strategy choice.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F272.3;F416.6

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