摘要：进入20世纪以来，我国各行业企业危机不断，三鹿奶粉事件，富士康跳楼事件，华为员工猝死事件，肯德基速生鸡事件等层出不穷。与此同时，随着我国网民数量的增加以及各种网络客户端形式的普及应用，越来越多的公众依靠各种网络渠道来关注企业的各种信息，一旦企业发生危机，事件升级扩大的可能就将大大增加。因此，如何运用更好的管理方法来应对网络环境下的危机成为企业急需正视的问题。本文通过深入探究危机公关管理的理论和策略，对企业危机的起因、特点、发展过程等方面进行了研究分析，并且结合网络环境下企业的危机公关案例，总结出企业危机管理的成功经验和失败教训，从而为企业在网络环境下危机公关管理提出有建设性的解决途径和意见，为提高企业危机管理能力和水平做出一些贡献。
关键词：公关危机；危机管理；网络环境
ABSTRACT：Since the 20th century, China's various industries enterprises are emerging different kinds of crisis,such as sanlu milk powder incident, foxconn jumping off a building events, huawei employee's death, KFC fast-growing chicken events etc., events emerge in endlessly.At the same time, with the increase of Internet users in China and other web client in the form of a universal application, more and more public rely on all sorts of network channels to focus on enterprise information, once the enterprise crisis,the possibility of incident escalation will increase greatly. Therefore, how to use better methods of management to cope with crisis under the network environment become enterprise urgent demand to face the problem. In this article, through further to explore the theory of crisis public relations management and strategy, study and analysis the enterprises crisis reasons ,characteristics, development process etc., also combine the public relations crisis of enterprises under the network environment, to sums up the successful experience of enterprise crisis management and failure lesson, thus putting forward constructive solutions and suggestions for the enterprise crisis public relations management under the network environment, making some contribution for improving the level of enterprise crisis management ability.
Keywords: Public relations crisis; Crisis management; Network environment
本文的研究目的是：1、对企业危机的起因、发展、特点、结束等方面进行系统分析；2、结合具体的企业危机案例分析，总结危机管理的成功经验和失败教训；3、对我国企业危机进行分析，分析归纳我国企业在网络环境下的危机产生的原因；4、提出企业在网络环境下危机公关管理的对策建议，为我国企业在信息爆炸时代提高公关管理能力和水平。
研究网络环境下企业危机公关策略能够帮助企业防患于未然，采取措施预防各种不利因素，一旦企业发生公关危机，保证把其所受的危害和损失降低到最小，甚至消灭危机于萌芽之中；若是危机无法避免，则研究提出有效的补救措施，防止企业形象受到进一步的损害。若是企业危机公关管理方式得当，就能在社会公众心目中树立一种诚实守信、拥有高度责任感的形象。总之，优秀的企业危机公关不但不会降低企业的形象，反而会为企业赢得良好的声誉，有效提升企业在社会公众心目中的形象。
