好歡螺回應“蟲卵(luan)事件”，一次失敗的(de)危(wei)機公關？

　　11月28日(ri)，好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)“蟲(chong)(chong)卵(luan)”事(shi)(shi)件(jian)(jian)，卻被(bei)社會輿(yu)論(lun)(lun)懷(huai)(huai)疑(yi)為(wei)(wei)(wei)“一(yi)次(ci)不(bu)成(cheng)功的(de)(de)(de)(de)(de)(de)(de)(de)媒(mei)(mei)體(ti)(ti)公(gong)(gong)(gong)(gong)關(guan)(guan)”。本(ben)次(ci)事(shi)(shi)件(jian)(jian)原因：11月22日(ri)，網(wang)友(you)(you)(you)@你是(shi)(shi)(shi)(shi)咋居 在(zai)社交(jiao)媒(mei)(mei)體(ti)(ti)服(fu)(fu)務(wu)(wu)平(ping)(ping)臺稱，知(zhi)名(ming)(ming)螺(luo)(luo)螄(si)粉(fen)品(pin)牌好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)里吃到(dao)蟲(chong)(chong)卵(luan)。11月27日(ri)零晨微(wei)遠(yuan)大(da)(da)(da)(da)V@八醬平(ping)(ping)時(shi)(shi)分享(xiang)相關(guan)(guan)內(nei)容(rong)(rong)，事(shi)(shi)件(jian)(jian)快速發(fa)醇。知(zhi)微(wei)事(shi)(shi)見(jian)(jian)表(biao)(biao)明，截止(zhi)到(dao)12月1日(ri)18時(shi)(shi)，事(shi)(shi)件(jian)(jian)知(zhi)名(ming)(ming)度(du)指數(shu)(shu)值(zhi)達(da)66.5，高過77%的(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)司(si)(si)類事(shi)(shi)件(jian)(jian)。數(shu)(shu)據(ju)信(xin)息來源(yuan)于：知(zhi)微(wei)事(shi)(shi)見(jian)(jian)對(dui)于本(ben)次(ci)事(shi)(shi)件(jian)(jian)，11月22日(ri)網(wang)友(you)(you)(you)曝出(chu)后(hou)(hou)并(bing)沒有(you)(you)(you)造(zao)(zao)成(cheng)強烈反(fan)響(xiang)，直到(dao)微(wei)遠(yuan)大(da)(da)(da)(da)V分享(xiang)促(cu)(cu)進(jin)。在(zai)官博回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)以前，網(wang)友(you)(you)(you)對(dui)于此事(shi)(shi)件(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)強烈反(fan)響(xiang)詞也(ye)多(duo)(duo)見(jian)(jian)“蟲(chong)(chong)卵(luan)”、“柳州(zhou)螺(luo)(luo)螄(si)粉(fen)”等(deng)事(shi)(shi)件(jian)(jian)自(zi)(zi)身(shen)(shen)(shen)。官方(fang)(fang)網(wang)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)引起(qi)嘲(chao)諷(feng)，2家新聞媒(mei)(mei)體(ti)(ti)懷(huai)(huai)疑(yi)“商(shang)(shang)業服(fu)(fu)務(wu)(wu)誹謗(bang)(bang)”論(lun)(lun)28日(ri)零晨，好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)官博回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)稱顆粒料包(bao)(bao)、菜包(bao)(bao)等(deng)均通(tong)過巴氏殺(sha)(sha)菌(jun)消毒殺(sha)(sha)菌(jun)解(jie)決，合(he)乎食(shi)品(pin)衛(wei)生(sheng)標準，并(bing)表(biao)(biao)明“商(shang)(shang)業服(fu)(fu)務(wu)(wu)誹謗(bang)(bang)經常發(fa)生(sheng)，本(ben)次(ci)事(shi)(shi)件(jian)(jian)發(fa)醇快速遠(yuan)超常態化(hua)，將對(dui)該(gai)事(shi)(shi)件(jian)(jian)開(kai)(kai)展審查，若背后(hou)(hou)存有(you)(you)(you)促(cu)(cu)進(jin)則依規(gui)消費者(zhe)維(wei)權。”針(zhen)對(dui)那樣(yang)(yang)的(de)(de)(de)(de)(de)(de)(de)(de)說(shuo)明函(han)，網(wang)友(you)(you)(you)并(bing)不(bu)認可(ke)，從(cong)而引起(qi)嘲(chao)諷(feng)。官博下有(you)(you)(you)些人(ren)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)稱“這也(ye)是(shi)(shi)(shi)(shi)一(yi)篇(pian)開(kai)(kai)始夸贊(zan)自(zi)(zi)身(shen)(shen)(shen)，正(zheng)中間猜疑(yi)別人(ren)，末尾只(zhi)說(shuo)不(bu)做(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)申明，不(bu)容(rong)(rong)易清除(chu)顧(gu)客(ke)的(de)(de)(de)(de)(de)(de)(de)(de)顧(gu)慮，只(zhi)能(neng)讓顧(gu)客(ke)感受到(dao)資本(ben)家的(de)(de)(de)(de)(de)(de)(de)(de)傲慢無禮。”，獲得了(le)(le)(le)(le)53575的(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)注點(dian)贊(zan)。知(zhi)微(wei)事(shi)(shi)見(jian)(jian)表(biao)(biao)明，對(dui)于本(ben)次(ci)事(shi)(shi)件(jian)(jian)，有(you)(you)(you)20家新聞媒(mei)(mei)體(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)報導文(wen)章(zhang)標題(ti)(ti)為(wei)(wei)(wei)“好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)蟲(chong)(chong)卵(luan)事(shi)(shi)件(jian)(jian)僅僅‘商(shang)(shang)業服(fu)(fu)務(wu)(wu)誹謗(bang)(bang)’嗎？”表(biao)(biao)述(shu)了(le)(le)(le)(le)對(dui)好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)官方(fang)(fang)網(wang)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)懷(huai)(huai)疑(yi)。網(wang)媒(mei)(mei)、網(wang)友(you)(you)(you)等(deng)也(ye)逐漸(jian)出(chu)文(wen)點(dian)評(ping)好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)的(de)(de)(de)(de)(de)(de)(de)(de)媒(mei)(mei)體(ti)(ti)公(gong)(gong)(gong)(gong)關(guan)(guan)，@齊(qi)魯壹(yi)點(dian) 稱作“一(yi)次(ci)不(bu)成(cheng)功的(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機公(gong)(gong)(gong)(gong)關(guan)(guan)”。從(cong)官方(fang)(fang)網(wang)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)微(wei)博評(ping)論(lun)(lun)心(xin)(xin)態還(huan)可(ke)以看得出(chu)，“心(xin)(xin)寒惱(nao)怒/懷(huai)(huai)疑(yi)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)”的(de)(de)(de)(de)(de)(de)(de)(de)評(ping)價占比較高達(da)69%。好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)為(wei)(wei)(wei)什么引起(qi)嘲(chao)諷(feng)？食(shi)品(pin)安全問(wen)(wen)題(ti)(ti)經常發(fa)生(sheng)，以最(zui)近(jin)“三只(zhi)松鼠(shu)堅果(guo)長霉(mei)”、 “胖哥倆被(bei)曝很(hen)多(duo)(duo)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)用超期食(shi)物”為(wei)(wei)(wei)例子，公(gong)(gong)(gong)(gong)司(si)(si)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)是(shi)(shi)(shi)(shi)正(zheng)常的(de)(de)(de)(de)(de)(de)(de)(de)反(fan)映，在(zai)用戶滿意(yi)度(du)問(wen)(wen)題(ti)(ti)時(shi)(shi)，大(da)(da)(da)(da)多(duo)(duo)數(shu)(shu)第一(yi)時(shi)(shi)間會表(biao)(biao)述(shu)十分重視(shi)，緊(jin)密配(pei)合(he)調(diao)研，如(ru)情(qing)況屬實(shi)(shi)(shi)(shi)(shi)則公(gong)(gong)(gong)(gong)開(kai)(kai)道歉(qian)，與(yu)(yu)此同時(shi)(shi)開(kai)(kai)展調(diao)查相同商(shang)(shang)品(pin)有(you)(you)(you)沒有(you)(you)(you)問(wen)(wen)題(ti)(ti)，以讓顧(gu)客(ke)安心(xin)(xin)，維(wei)護保養企業形(xing)(xing)象(xiang)。但好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)官方(fang)(fang)網(wang)的(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)卻讓人(ren)出(chu)現意(yi)外，不(bu)討(tao)(tao)論(lun)(lun)事(shi)(shi)件(jian)(jian)自(zi)(zi)身(shen)(shen)(shen)，對(dui)于網(wang)友(you)(you)(you)關(guan)(guan)心(xin)(xin)的(de)(de)(de)(de)(de)(de)(de)(de)主要問(wen)(wen)題(ti)(ti)“蟲(chong)(chong)卵(luan)事(shi)(shi)件(jian)(jian)實(shi)(shi)(shi)(shi)(shi)情(qing)”、“食(shi)品(pin)安全問(wen)(wen)題(ti)(ti)”作出(chu)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)，反(fan)而是(shi)(shi)(shi)(shi)自(zi)(zi)身(shen)(shen)(shen)夸獎商(shang)(shang)品(pin)加工工藝(yi)、用戶評(ping)價，懷(huai)(huai)疑(yi)“商(shang)(shang)業服(fu)(fu)務(wu)(wu)誹謗(bang)(bang)”，造(zao)(zao)成(cheng)網(wang)友(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)嘲(chao)諷(feng)。有(you)(you)(you)關(guan)(guan)好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)關(guan)(guan)策略(lve)討(tao)(tao)論(lun)(lun)1、好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)的(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機公(gong)(gong)(gong)(gong)關(guan)(guan)問(wen)(wen)題(ti)(ti)探討(tao)(tao)食(shi)品(pin)安全問(wen)(wen)題(ti)(ti)一(yi)直是(shi)(shi)(shi)(shi)眾(zhong)多(duo)(duo)顧(gu)客(ke)關(guan)(guan)心(xin)(xin)的(de)(de)(de)(de)(de)(de)(de)(de)問(wen)(wen)題(ti)(ti)，最(zui)近(jin)也(ye)頻有(you)(you)(you)產生(sheng)。類似大(da)(da)(da)(da)多(duo)(duo)數(shu)(shu)類似實(shi)(shi)(shi)(shi)(shi)例，“好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)蟲(chong)(chong)卵(luan)”事(shi)(shi)件(jian)(jian)之際，大(da)(da)(da)(da)伙兒的(de)(de)(de)(de)(de)(de)(de)(de)對(dui)焦點(dian)大(da)(da)(da)(da)量在(zai)一(yi)件(jian)(jian)事(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)實(shi)(shi)(shi)(shi)(shi)情(qing)，對(dui)食(shi)品(pin)衛(wei)生(sheng)安全的(de)(de)(de)(de)(de)(de)(de)(de)憂慮，對(dui)公(gong)(gong)(gong)(gong)司(si)(si)觀念(nian)的(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)心(xin)(xin)，因此公(gong)(gong)(gong)(gong)司(si)(si)的(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)尤為(wei)(wei)(wei)重要。一(yi)部分媒(mei)(mei)體(ti)(ti)公(gong)(gong)(gong)(gong)關(guan)(guan)從(cong)業人(ren)員覺(jue)得，好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)的(de)(de)(de)(de)(de)(de)(de)(de)官方(fang)(fang)網(wang)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)時(shi)(shi)長在(zai)微(wei)遠(yuan)大(da)(da)(da)(da)V分享(xiang)以后(hou)(hou)的(de)(de)(de)(de)(de)(de)(de)(de)24個小時(shi)(shi)上下，及時(shi)(shi)性仍在(zai)，假(jia)如(ru)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)適當(dang)(dang)有(you)(you)(you)較大(da)(da)(da)(da)幾(ji)率可(ke)以保證(zheng)不(bu)擴張、不(bu)更新。可(ke)是(shi)(shi)(shi)(shi)官方(fang)(fang)網(wang)的(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)將闡述(shu)自(zi)(zi)身(shen)(shen)(shen)生(sheng)產工藝(yi)怎(zen)(zen)樣(yang)(yang)領跑、商(shang)(shang)品(pin)知(zhi)名(ming)(ming)度(du)怎(zen)(zen)樣(yang)(yang)好(hao)(hao)(hao)(hao)，替代“國(guo)際認證(zheng)”，懷(huai)(huai)疑(yi)本(ben)次(ci)事(shi)(shi)件(jian)(jian)屬于商(shang)(shang)業服(fu)(fu)務(wu)(wu)誹謗(bang)(bang)，忽視(shi)了(le)(le)(le)(le)“真心(xin)(xin)實(shi)(shi)(shi)(shi)(shi)意(yi)溝(gou)通(tong)交(jiao)流(liu)”，忽視(shi)群眾(zhong)關(guan)(guan)注的(de)(de)(de)(de)(de)(de)(de)(de)“食(shi)品(pin)衛(wei)生(sheng)安全”關(guan)(guan)鍵問(wen)(wen)題(ti)(ti)，當(dang)(dang)然(ran)會讓群眾(zhong)感覺(jue)毫(hao)無誠意(yi)、敷衍塞(sai)責(ze)(ze)和坐視(shi)不(bu)管(guan)(guan)。2、輿(yu)論(lun)(lun)困(kun)境(jing)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)怎(zen)(zen)樣(yang)(yang)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)？回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)以后(hou)(hou)該(gai)怎(zen)(zen)樣(yang)(yang)精(jing)益化(hua)管(guan)(guan)理(li)(li)(li)(li)？（1）公(gong)(gong)(gong)(gong)布回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)時(shi)(shi)保證(zheng)受眾(zhong)人(ren)群的(de)(de)(de)(de)(de)(de)(de)(de)管(guan)(guan)理(li)(li)(li)(li)權，切勿(wu)將顧(gu)客(ke)放到(dao)對(dui)立知(zhi)微(wei)困(kun)境(jing)案例商(shang)(shang)品(pin)整理(li)(li)(li)(li)了(le)(le)(le)(le)很(hen)多(duo)(duo)輿(yu)論(lun)(lun)事(shi)(shi)件(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)司(si)(si)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)，媒(mei)(mei)體(ti)(ti)公(gong)(gong)(gong)(gong)關(guan)(guan)實(shi)(shi)(shi)(shi)(shi)際效果(guo)，從(cong)這當(dang)(dang)中可(ke)以發(fa)覺(jue)十分重視(shi)、積極主動開(kai)(kai)展調(diao)查，讓顧(gu)客(ke)安心(xin)(xin)是(shi)(shi)(shi)(shi)挽留企業形(xing)(xing)象(xiang)比較適宜的(de)(de)(de)(de)(de)(de)(de)(de)作法(fa)。危(wei)機公(gong)(gong)(gong)(gong)關(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)效果(guo)并(bing)并(bing)不(bu)是(shi)(shi)(shi)(shi)轉(zhuan)移人(ren)民群眾(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)視(shi)線，反(fan)而是(shi)(shi)(shi)(shi)理(li)(li)(li)(li)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)告之受眾(zhong)人(ren)群真實(shi)(shi)(shi)(shi)(shi)情(qing)況，不(bu)然(ran)公(gong)(gong)(gong)(gong)司(si)(si)非常容(rong)(rong)易被(bei)貼上躲避(bi)、逃避(bi)責(ze)(ze)任的(de)(de)(de)(de)(de)(de)(de)(de)標識，有(you)(you)(you)比較大(da)(da)(da)(da)幾(ji)率促(cu)(cu)進(jin)輿(yu)論(lun)(lun)困(kun)境(jing)的(de)(de)(de)(de)(de)(de)(de)(de)散(san)播(bo)。（2）公(gong)(gong)(gong)(gong)布發(fa)音(yin)后(hou)(hou)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)實(shi)(shi)(shi)(shi)(shi)時(shi)(shi)監測輿(yu)論(lun)(lun)反(fan)映并(bing)妥善(shan)處(chu)理(li)(li)(li)(li)好(hao)(hao)(hao)(hao)歡(huan)(huan)(huan)螺(luo)(luo)雖是(shi)(shi)(shi)(shi)深更半(ban)夜回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)，可(ke)是(shi)(shi)(shi)(shi)從(cong)高些贊(zan)的(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)可(ke)以看得出(chu)，客(ke)戶也(ye)是(shi)(shi)(shi)(shi)在(zai)深更半(ban)夜來了(le)(le)(le)(le)大(da)(da)(da)(da)多(duo)(duo)數(shu)(shu)為(wei)(wei)(wei)消極的(de)(de)(de)(de)(de)(de)(de)(de)散(san)播(bo)，那時(shi)(shi)候(hou)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)實(shi)(shi)(shi)(shi)(shi)時(shi)(shi)監測輿(yu)論(lun)(lun)意(yi)見(jian)(jian)反(fan)饋，立即(ji)與(yu)(yu)持醒面(mian)心(xin)(xin)態的(de)(de)(de)(de)(de)(de)(de)(de)網(wang)友(you)(you)(you)開(kai)(kai)展了(le)(le)(le)(le)溝(gou)通(tong)了(le)(le)(le)(le)解(jie)緣故，假(jia)如(ru)的(de)(de)(de)(de)(de)(de)(de)(de)確本(ben)身(shen)(shen)(shen)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)中有(you)(you)(you)不(bu)妥，可(ke)酌情(qing)考慮刪掉(diao)調(diao)節乃至致歉(qian)，防止(zhi)輿(yu)論(lun)(lun)困(kun)境(jing)的(de)(de)(de)(de)(de)(de)(de)(de)進(jin)一(yi)步擴張。在(zai)知(zhi)微(wei)事(shi)(shi)見(jian)(jian)檢索“食(shi)品(pin)類”2字，能(neng)夠看見(jian)(jian)有(you)(you)(you)關(guan)(guan)事(shi)(shi)件(jian)(jian)經常發(fa)生(sheng)，且事(shi)(shi)件(jian)(jian)知(zhi)名(ming)(ming)度(du)指數(shu)(shu)值(zhi)也(ye)不(bu)低，假(jia)如(ru)困(kun)境(jing)公(gong)(gong)(gong)(gong)關(guan)(guan)策略(lve)不(bu)適合(he)，或將對(dui)企業形(xing)(xing)象(xiang)造(zao)(zao)成(cheng)比較大(da)(da)(da)(da)不(bu)良影響(xiang)。怎(zen)(zen)樣(yang)(yang)回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)，回(hui)(hui)(hui)(hui)應(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)后(hou)(hou)的(de)(de)(de)(de)(de)(de)(de)(de)的(de)(de)(de)(de)(de)(de)(de)(de)精(jing)益化(hua)管(guan)(guan)理(li)(li)(li)(li)，非常值(zhi)得造(zao)(zao)成(cheng)公(gong)(gong)(gong)(gong)司(si)(si)大(da)(da)(da)(da)量思索。

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