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class="spanimg1">作者:½{±æžœèµ„讯 </span> <span class="spanimg2">来源åQ?a href="#" title="未知" target="_blank">未知</a></span> <span class="spanimg3">2019-08-06 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「品牌公兛_±æœºã€æŸåŒ–妆品低劣的危机公关水åã^åQŒå¯¼è‡´ä¸€ä¸ªè´¨é‡äº‹ä»¶æ¼”变成公关事äšgåQŒä»Žè€Œä‹É其在未来的中国市场充æ»?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190806/145S56411-0.jpg"></p></div>「品牌公兛_±æœºã€æŸåŒ–妆品低劣的危机公关水åã^åQŒå¯¼è‡´ä¸€ä¸ªè´¨é‡äº‹ä»¶æ¼”变成公关事äšgåQŒä»Žè€Œä‹É其在未来的中国市场充满变数。案例回™å¾ï¼šæŒ‰ç…§æˆ‘国化妆品卫生标å‡?GB7916)的有兌™§„定,化妆品中不能含有铬、钕½{‰ç¦ç”¨ç‰©è´¨ã€?æœ?4日,新华½C¾æ¶ˆæ¯ç§°å›½å®¶è´¨æ£€æ€Õd±€æœ‰å…³è´Ÿè´£äºø™¯å®žï¼Œ˜q‘æ—¥òq¿ä¸œå‡ºå…¥å¢ƒæ£€éªŒæ£€ç–«æœºæž„从来自日本宝洁株式会社蜜丝佛陀公司刉™€ çš„某化妆品品牌¾pÕdˆ—化妆品中‹‚€å‡ºç¦ç”¨ç‰©è´¨é“¬å’Œé’•ã€‚检验检疫部门在对一æ‰ÒŽŸåŒ–妆品重点净白素肌粉é¥ÆD¿›è¡Œæ£€éªŒåŽå‘现åQŒå…¶é’•æˆåˆ†å«é‡é«˜è¾?åQ?mgåQkg。此外,某化妆品清透防晒äã^涌ӀæŸåŒ–妆品多元修护精华霜、某化妆品护肤洁面æÑa、某化妆品护肤精华露、某化妆品重点净白素肌粉底液OBåQ?、某化妆品护肤面膜、某化妆品重点净白素肌粉底液ODåQ?、某化妆品润采活肤粉凝霜OBåQ?¾pÕdˆ—˜q›å£äº§å“ä¸­å‡è¢«æ£€å‡ºç¦ç”¨ç‰©è´¨é“¬åQŒå…¶å«é‡ä¸?åQ?7mgåQkgè‡?åQ?mgåQkgã€?æœ?5日,全国各大商场ž®±é™†¾l­å¯¹˜q™äº›é—®é¢˜äº§å“˜q›è¡Œäº†ä¸‹æž¶å¤„理。随后全国各地消费者蜂拥退货。但宝洁公司却设¾|®äº†å¾ˆé«˜çš„退货门槛。这些苛åˆÈš„退货条‹Æ¾æ¿€èµ·ä¼—怒,媒体一片哗然ã€?æœ?6日晚间退货条件开始放宽,持有ž®ç¥¨å’Œäñ”品可到柜台进行协商退货ã€?æœ?8日质‹‚€æ€Õd±€¿UŽÍ¼Œå¦‚某化妆品相关äñ”品再有问题将暂停˜q›å£ã€?æœ?9日退货协议被质疑“霸王条款”。日本官方称åQŒæ—¥æœ¬æŸåŒ–妆品化妆品出口前未¾læ£€éªŒã€?æœ?0日上‹¹·å·¥å•†å±€è¦æ±‚问题某化妆品产品撤柜åQŒæ— æ¡äšg退货。北京开设三个专门退货服务中心,消费者排队办理退货ã€?æœ?1日又æœ?¿UæŸåŒ–妆品品牌化妆品在上‹¹¯‚¢«‹‚€å‡ºç¦ç”¨ç‰©è´¨ï¼Œä¸Šæ“v工商部门认定光™€€è´§åè®®è¿æ³•ã€?æœ?2日某化妆品通过某跨国公兛_…¬å¸å‘表声明,军_®šæš‚停在中国的产品销售ã€?æœ?3日宝‹zä¸­å›½å…¬å¸ç½‘站被黑客æ”Õd‡»ç˜«ç—ªæ•°å°æ—¶ã€‚网站程序被黑客使用大段中文加以注释åQŒè€Œé»‘客表½Cºå…¶ç›®çš„æ˜?ldquo;只针å¯ÒŽŸåŒ–妆å“?rdquo;åQŒåƈ要求某化妆品“停业整顿”。黑客同时指å‡?ldquo;公司对国人极不负责,å»ø™®®åçœ”åQ?ldquo;å»ø™®®æŠŠæŸåŒ–妆品扔˜q›åžƒåœ„¡®±”。案例点评:事发一个月后,2006òq?0æœ?4日,国家有关部门宣布åQŒæŸåŒ–妆品所含重金属不致于对äºÞZ½“造成伤害åQŒå…è®¸åœ¨å›½å†…销售。随卛_®‹zå…¬å¸å®£å¸ƒæŸåŒ–妆品重æ–îC¸Šå¸‚。但是宝‹zå…¬å¸çš„自我救赎能够成功å?ç”׃ºŽå…¶ä½ŽåŠ£çš„危机公关水åã^åQŒå¯¼è‡´ä¸€ä¸ªè´¨é‡äº‹ä»¶æ¼”变成公关事äšgåQŒä»Žè€Œä‹É其在未来的中国市场充满变数。符合速度½W¬ä¸€åŽŸåˆ™å±æœºå‘生后,能否首先控制住事态,使其不扩大、不升çñ”、不蔓åšgåQŒæ˜¯å¤„理危机的关键ã€?æœ?4日事发当天,宝洁公司ž®±åšå‡ºå›žåº”,应该是速度相当快了。但是却毫无章法åQŒåŠ é€Ÿäº†å±æœºã€‚就象发生火灾之后,消防队员急忙忙去救火åQŒä½†å´é˜²æ¯’面具不æˆß_¼Œç”šè‡³ç­ç«çš„水枪都没有åQŒéš¾é“不是害人害å·?˜qèƒŒæ‰¿æ‹…è´£ä“Q原则9æœ?4日事发当天宝‹zçš„声明¿U?ldquo;某化妆品所有äñ”品上市前都经˜q‡äº†å…¬å¸å†…部严è°}的安全评伎ͼŒòq¶ä¸”在进入中国市场前都经˜q‡å«ç”Ÿéƒ¨ä¸¥æ ¼‹‚€éªŒå’Œæ³¨å†ŒåQŒäñ”品的安全和质量有充分的保障。某化妆品äñ”品在生äñ”˜q‡ç¨‹ä¸­åƈ未添加文中所涉及的成分ã€?rdquo;按此说法åQŒæ˜¯å›½å®¶è´¨æ£€éƒ¨é—¨æ— ä¸­ç”Ÿæœ‰?ä¸ÞZ»€ä¹ˆæ²¡æœ‰è¡¨½Cºå°Šé‡å›½å®¶è´¨‹‚€éƒ¨é—¨çš„检‹¹‹ç»“æž?9æœ?2日宝‹zå…¬å¸çš„退市声明称“某化妆品军_®šæš‚停其在中国的äñ”品销售,òq¶æš‚时停止某化妆品专柜的˜qä½œã€‚虽然某化妆品相信其产品是安全的åQŒä½†æ˜¯ä»ç„¶åšå‡ºæ­¤™å¹å†³å®šï¼Œç›´è‡³¼‹®è®¤æˆ‘们½W¦åˆä¸­å›½åœ¨å”®åŒ–妆品中所含微量铬和钕的相兌™§„定ã€?rdquo;按此说法åQŒå®‹zå…¬å¸æ˜¯æ¯”窦娥还å†?ä¸ÞZ»€ä¹ˆæ²¡æœ‰å£°æ˜Žè¡¨½CÞZ»¥“以消费者的生命安全为重”?其实åQŒå®‹zå…¬å¸åº”该主动回收äñ”品,而不是退货。曾有专家认为,在法律没有认定这¿Uäñ”品确实有问题的情况下åQŒé€€è´§æ˜¯å¯¹è‡ªå·±åˆ©ç›Šçš„保障。因ä¸?ldquo;退è´?rdquo;å’?ldquo;召回”的意义是完全不同的。在中国åQŒå±æœºå‘生后åQŒå…ˆè§£å†³“æƒ?rdquo;的问题,再解å†?ldquo;ç?rdquo;的问题,最后才是解å†?ldquo;æ³?rdquo;的问题。这个顺序千万错不得!你不认错åQŒæ¶ˆè´¹è€…就不会原谅ä½?˜qèƒŒçœŸè¯šæ²Ÿé€šåŽŸåˆ™å±æœºçˆ†å‘后企业应把自已所做所惻I¼Œ¿U¯æžå¦è¯šåœîC¸Žå…¬ä¼—沟通。而在与消费者的沟通过½E‹ä¸­åQŒå®‹zå…¬å¸è¡¨çŽ°å‡ºçš„傲慢ä×o人气愤。中国质‹‚€éƒ¨é—¨çˆ†å‡ºSK-â…?¿Uäñ”品中含有˜qç¦æˆåˆ†åŽçš„½W¬äºŒå¤©ï¼Œå®æ´å…¬å¸å…¬å…³éƒ¨ä¾¿å‡ºé¢­a€ä¹‹å‡¿å‡¿åœ°“辟谣”åQŒå£°¿U°åœ¨ç”Ÿäñ”˜q‡ç¨‹ä¸­å®‹zç»æœªæ·»åŠ è¿¼›ç‰©è´¨ã€‚当“¾|ªè¯”¼‹®å‡¿åŽï¼Œä¾¿å¼€å§‹äؓ退货设卡,退货不仅要发票、医生出å…ïLš„˜q‡æ•ååº”½{?™å¹è‹›åˆÈš„条äšgåQŒè¿˜å¿…é¡»½{¾è®¢ä¸€™å¹ç”³æ˜?ldquo;SK-Ⅱ不存在质量问题”çš?ldquo;一‹Æ¡æ€§ç»ˆ¾l“性处ç?rdquo;、霸王条‹Æ¾ã€‚再接着åQŒå•æ–šw¢å®£å¸ƒåœå”®åQŒå¹²è„†æ’¤æŽ‰æ‘Šå­ï¼Œæºœä¹‹å¤§å‰ã€‚äؓ此不隄¡†è§£å®‹z?中国)公司¾|‘站被黑的原因。事实上åQŒå®‹zä¸€å‘很注重它在中国的品牌åŞ象。可是,如果因äؓSK-Ⅱ事件而摆å‡ø™·¨å›½ä¼ä¸šçš„架子的话åQŒå°±åªèƒ½ä½¿è‡ªå·±å—损,毕竟SK-Ⅱ只是宝‹zæ——下众多äñ”品的一™å¹ï¼Œå…¶ä»–çš„äñ”品如何让äºÞZ¿¡ä»?一旦消费者äñ”生偏见,宝洁ž®×ƒ¼šå¤±åŽ»æ¶ˆè´¹è€…。所以诚信待人,用真实的面孔去面å¯ÒŽ¶ˆè´¹è€…才是明智的选择。国家已¾lè®¤å®šäº†äº§å“å­˜åœ¨ä¸€å®šçš„质量问题åQŒè€Œå®‹zæ–¹é¢å´å¸Œæœ›é€šè¿‡åè®®æ¥è¦æ±‚消费者跟他们一å?ldquo;指鹿为马”åQŒä¸€åŒæ‰¿è¯ÞZñ”品无质量问题åQŒè¿™¿Uåè®®æ¡‹Æ¾æ˜¾ç„¶æ˜¯æ²¡æœ‰ä»ÖM½•æ³•å¾‹æ•ˆåº”的。另外,宝洁ž®†é€€è´§é€šè¿‡åè®®è®¢ç«‹ä¸?ldquo;一‹Æ¡æ€§ç»ˆ¾l“处ç?rdquo;æ–ÒŽ¡ˆåQŒä¼å›‘Ö¯¹æ—¥åŽæ¶ˆè´¹è€…发生的问题˜q›è¡Œå…è´£ä¹Ÿæ˜¯è¡Œä¸é€šçš„。根据我国法律,如果因äñ”品问题造成äºø™ín伤害åQŒåŽ‚家不仅要˜q›è¡Œé€€è´§å¤„理,˜q˜è¦¾l™äºˆèµ”偿åQŒä¼å›ùN€šè¿‡åˆåŒ¾U¦å®šæ¥å…è´£æ˜¯è¡Œä¸é€šçš„。违背系¾lŸè¿ä»ÕdŽŸåˆ™åœ¨é€ƒé¿ä¸€¿Uå±é™©æ—¶åQŒä¸è¦å¿½è§†å¦ä¸€¿Uå±é™©ã€‚在˜q›è¡Œå±æœº½Ž¡ç†æ—¶å¿…™åȝ³»¾lŸè¿ä½œï¼Œ¾lä¸å¯é¡¾æ­¤å¤±å½¹{€‚除了坚¿U°ç›¸ä¿¡è‡ªå·²æ˜¯å®‰å…¨çš„之外的声明之外åQŒSK-Ⅱ没有和政府、公众及媒体做好沟通。违背权威证实原则企业应ž®½åŠ›äº‰å–政府ä¸È®¡éƒ¨é—¨ã€ç‹¬ç«‹çš„专家或机构、权威的媒体及消费者代表的支持åQŒè€Œä¸æ˜¯è‡ªå·²åŽ»å¾’劳地解释或自吹自擂。国家质‹‚€éƒ¨é—¨åQŒå›½å®‰™£Ÿå“è¯å“ç›‘督部门都已经做出了重金属­‘…标的结论,˜q˜åœ¨é‚£é‡Œæ­ÀL’‘òq²ä»€ä¹ˆå‘¢?SK-Ⅱ最明智的做法是ž®Šé‡è´¨æ£€éƒ¨é—¨çš„结论。来源:行知互动十大¾|‘络公关之一åQŒå›½å†…颇å…ïL«žäº‰åŠ›çš„网¾lœå…¬å…›_…¬åæ€¹‹ä¸€åQŒä¸“注于政府企业危机公关的处理,以危机公兟뀁舆情监‹¹‹ã€æ•´åˆè¥é”€ä¸ÞZ¸»è¦ä¸šåŠ¡çš„服务机构åQŒã€‚关于「品牌公兛_±æœºã€? <p><strong>转蝲è¯äh³¨æ˜Žå‡ºå¤„ã€?/strong></p> </div> <!-- 心情 --> <div class="mood"> <div id="cyEmoji" role="cylabs" data-use="emoji"></div> </div> <!-- @心情 --> <div class="tag"> <div class="tagtitle"></div> <div class="share"> <a href="javascript:;" class="sharea1">分äín到新‹¹ªå¾®å?/a> <a href="javascript:;" class="sharea2">分äín到腾讯微å?/a> <a href="javascript:;" class="sharea3">收藏</a> </div> </div> <div class="avow"> <div class="avowtitle"></div> <!-- 声明 --> <p>1.本站遵åó@行业规范åQŒä“Q何è{载的½E¿äšg都会明确标注作者和来源åQ?.本站的原创文章,误‚{载时务必注明文章作者和来源åQŒä¸ž®Šé‡åŽŸåˆ›çš„行为我们将˜q½ç©¶è´£ä“QåQ?.作者投½E¿å¯èƒ½ä¼š¾læˆ‘们编辑修æ”ÒŽˆ–补充ã€?/p> <!-- @声明 --> </div> <div class="ad"><a href="/" target="_blank"><img src="/templets/style/html/images/img24.jpg" alt="" /></a></div> <div class="correlation"> <div class="com-title"><span><img src="/templets/style/html/images/symbol-23.png" alt="" />相关文章</span></div> <ul class="ulfix"> <li> <a href="/xinwen/465.html" class="title" target="_blank" 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