Research On Corporate Crisis Image Restoration Strategy And Its Effectiveness

Image is of great significance to enterprise organization. Confronted with crisis events, however, companies are often due to improper crisis response, and thus have a negative impact to its image. With the development of society and economy,organization crisis is more and more frequent. The public had a higher request for organization, especially for enterprises. In addition to the evaluation of enterprise products, the public also evaluate corporate social responsibility and values. At the same time, the trigger point and channels of crisis erupted more diversified, but throughout the crisis cases in recent years, few organizations successfully cope with the crisis .This research mainly based on the theoretical framework of crisis communication rhetoric orientation, and performance evaluation index of crisis communication strategy, by "Baidu Wei Zexi event" the case study of enterprise organization in response to crisis, by trying to communicate what image restoration strategies, and how the strategy use effect. The analysis of specific image restoration strategies, not only can provide a reference for enterprise organization during the crisis narration, can also help to research and analyze the behavior of the enterprise crisis and strategy. This thesis mainly adopts the literature analysis, case study method,content analysis and text analysis, the statement to the media reports and enterprise organization, as well as the audience feedback content analysis, to explore the enterprise organization in crisis response and its effect on the effectiveness of the image restoration strategies.The first part of the paper is the introduction, this part expounds the origin and significance of the study, and introduces the research development of the enterprise crisis image restoration theory at present, and illuminates the overall research ideas and research methods.The second part clarify the core concept of the paper, such as the crisis communication theory and image restoration theory, through the relevant concepts of comb, to build a theoretical foundation for the paper in-depth discussion and case analysis. At the same time this part introduces research design, to do the specific research information, and explains specific steps of three parts including image restoration, media effectiveness and audience feedback.Third part to deconstruct the selected case, in this paper, the case situation,background and media reports on Baidu in response to the crisis "Wei Zexi event" in the image restoration strategies taken by the statistics and analysis,so as to draw a Baidu image restoration strategies use.The fourth part through media effectiveness theory and analysis of audience feedback,to detect Baidu communication effect of crisis response,to verify the effectiveness of crisis image restoration strategies.The fifth part is the conclusion part.