移动互联网环境下农机企业危机沟通的思考*

从危机沟通的渠道、危机沟通的具体策略、危机沟通的后续行动三个方面,为中国农机企业的危机沟通提供可行建议。以形象修护理论为基础,结合移动互联网环境传播特点以及中国农业机械化发展的实际情况,分析新浪新闻手机客户端、今日头条手机客户端上的两条农机质量纠纷视频。推荐农机企业使用的8条具体策略包括:否认事件不实部分;表明事件的意外属性;阐明自身出发点;阐明自己的贡献及所做出的努力;提出物质补偿;提出改进措施;承担有错部分;主动向用户征询意见。提出危机沟通应在线上、线下两种渠道进行,危机沟通应与具体行动相结合。

Thoughts on crisis communication of agricultural machinery enterprises under mobile Internet environment

Based on the image repair theory, combined with the characteristics of mobile Internet environment and the situation of China's agricultural mechanization, this paper analyzes two videos of agricultural machinery equipment quality disputes on Sina News app and Toutiao app and provides suggestions for crisis communication of Chinese agricultural machinery enterprises. Crisis communication should be executed online and offline. Image repair strategies should be combined with actions,eight image repair strategies of agricultural machinery enterprises are recommended that include: deny the false part of the event; explain it is an accident; show the motivation; show the contribution; give financial compensation; show the corrective measures; apologize for the wrong part; asking for advice.