長沙危機公關：寧德時代三元(yuan)鋰(li)電池安全事(shi)件翻車案(an)例(li)

       然而(er)，一個(ge)(ge)多(duo)月(yue)(yue)后，國內三(san)元鋰(li)電(dian)(dian)(dian)池(chi)(chi)巨頭(tou)寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)突然組(zu)織了(le)危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)關(guan)(guan)，對(dui)比(bi)亞迪進(jin)行(xing)了(le)全(quan)面反擊。5月(yue)(yue)11日，寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)2019年度業績簡報會議上，董事(shi)(shi)(shi)(shi)長(chang)曾玉群(qun)(qun)公(gong)(gong)開(kai)表示：電(dian)(dian)(dian)池(chi)(chi)安(an)全(quan)和電(dian)(dian)(dian)池(chi)(chi)濫用(yong)測(ce)(ce)試(shi)(shi)是(shi)兩(liang)件不(bu)同(tong)(tong)的(de)(de)(de)事(shi)(shi)(shi)(shi)情，有些(xie)人(ren)認為濫用(yong)測(ce)(ce)試(shi)(shi)的(de)(de)(de)通過(guo)等同(tong)(tong)于電(dian)(dian)(dian)池(chi)(chi)安(an)全(quan)。隨后，寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)官方(fang)微(wei)博于5月(yue)(yue)22日和5月(yue)(yue)23日發布(bu)了(le)兩(liang)段電(dian)(dian)(dian)池(chi)(chi)針(zhen)灸測(ce)(ce)試(shi)(shi)視頻(pin)，告訴公(gong)(gong)眾(zhong)(zhong)：寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)已經(jing)掌握了(le)針(zhen)灸測(ce)(ce)試(shi)(shi)技術，但沒(mei)(mei)有得(de)到(dao)推廣。從(cong)表面上看，除了(le)及時(shi)性不(bu)足(zu)（黃金四小(xiao)時(shi)規則）外(wai)，寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)的(de)(de)(de)危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)關(guan)(guan)似乎(hu)做得(de)很好(hao)，董事(shi)(shi)(shi)(shi)長(chang)（行(xing)業專(zhuan)家）說話，用(yong)事(shi)(shi)(shi)(shi)實回答問題。但不(bu)幸的(de)(de)(de)是(shi)，這(zhe)(zhe)一波危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)關(guan)(guan)并沒(mei)(mei)有幫助其消除三(san)元鋰(li)電(dian)(dian)(dian)池(chi)(chi)不(bu)安(an)全(quan)的(de)(de)(de)印象(xiang)，而(er)是(shi)收到(dao)了(le)網民的(de)(de)(de)大量(liang)質疑。為什(shen)么寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)的(de)(de)(de)危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)關(guan)(guan)會失(shi)敗？我(wo)們(men)可以從(cong)危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)關(guan)(guan)的(de)(de)(de)角度來看到(dao)整個(ge)(ge)半月(yue)(yue)的(de)(de)(de)分析：1、黃金四小(xiao)時(shi)代(dai)(dai)的(de)(de)(de)實驗。1、2月(yue)(yue)2月(yue)(yue)2日，并沒(mei)(mei)有顯示出比(bi)亞迪的(de)(de)(de)重視。在(zai)(zai)BYD進(jin)行(xing)針(zhen)灸測(ce)(ce)試(shi)(shi)后，公(gong)(gong)眾(zhong)(zhong)關(guan)(guan)注(zhu)的(de)(de)(de)焦點實際(ji)上是(shi)刀片電(dian)(dian)(dian)池(chi)(chi)，而(er)三(san)元鋰(li)電(dian)(dian)(dian)池(chi)(chi)和磷酸鐵鋰(li)塊電(dian)(dian)(dian)池(chi)(chi)的(de)(de)(de)缺(que)乏早已為公(gong)(gong)眾(zhong)(zhong)所熟知。事(shi)(shi)(shi)(shi)實上，對(dui)于寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)來說，忽視危(wei)(wei)(wei)(wei)機(ji)是(shi)可以的(de)(de)(de)。然而(er)，寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)董事(shi)(shi)(shi)(shi)長(chang)曾玉群(qun)(qun)并沒(mei)(mei)有客觀地看待這(zhe)(zhe)一事(shi)(shi)(shi)(shi)實，而(er)是(shi)把(ba)(ba)鍋扔給(gei)了(le)BYD，認為BYD在(zai)(zai)濫用(yong)測(ce)(ce)試(shi)(shi)，誤導(dao)了(le)公(gong)(gong)眾(zhong)(zhong)。我(wo)還記(ji)得(de)大眾(zhong)(zhong)汽車在(zai)(zai)中國CEO帕(pa)薩特在(zai)(zai)中國保險研究院的(de)(de)(de)碰(peng)(peng)撞(zhuang)測(ce)(ce)試(shi)(shi)中也有同(tong)(tong)樣(yang)的(de)(de)(de)想法：25%的(de)(de)(de)偏置碰(peng)(peng)撞(zhuang)事(shi)(shi)(shi)(shi)故只占1% ，帕(pa)薩特在(zai)(zai)其他碰(peng)(peng)撞(zhuang)測(ce)(ce)試(shi)(shi)中獲得(de)了(le)高(gao)分。所謂的(de)(de)(de)安(an)全(quan)大于天空。無論安(an)全(quan)性能測(ce)(ce)試(shi)(shi)有多(duo)嚴格(ge)，曾董事(shi)(shi)(shi)(shi)長(chang)的(de)(de)(de)說法都把(ba)(ba)消費者(zhe)的(de)(de)(de)安(an)全(quan)放在(zai)(zai)了(le)哪里？新搜索認為，這(zhe)(zhe)可能是(shi)近(jin)期攜帶(dai)三(san)元鋰(li)電(dian)(dian)(dian)池(chi)(chi)的(de)(de)(de)純電(dian)(dian)(dian)動汽車火災事(shi)(shi)(shi)(shi)故頻(pin)發的(de)(de)(de)原因。寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)渴望粉飾(shi)自己。因此，他們(men)越想掩(yan)蓋真相(xiang)，漏洞(dong)就(jiu)越多(duo)，洗(xi)得(de)越多(duo)，就(jiu)越黑。寧(ning)(ning)(ning)(ning)德(de)(de)時(shi)代(dai)(dai)與其在(zai)(zai)危(wei)(wei)(wei)(wei)機(ji)公(gong)(gong)關(guan)(guan)處理中扔鍋，不(bu)如正視這(zhe)(zhe)個(ge)(ge)問題，把(ba)(ba)自己推向一個(ge)(ge)尷(gan)尬和被群(qun)(qun)體嘲笑的(de)(de)(de)境地。作為中國領先的(de)(de)(de)動力電(dian)(dian)(dian)池(chi)(chi)供應商，試(shi)(shi)圖將公(gong)(gong)眾(zhong)(zhong)與專(zhuan)業測(ce)(ce)試(shi)(shi)混淆是(shi)最令人(ren)印象(xiang)深刻的(de)(de)(de)。

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