摘要：在不断变化的市场中，企业无时无刻不面临着危机，危机对企业来说既是灾难，因为它具有突发性和破坏性，但同时也蕴含着机遇，只要企业拥有灵敏迅速的预防系统，专业的危机公关团队，并在危机来临时运用科学、合理的处理方法，不仅可以转化危机，降低损失，还可以使企业的信誉度和企业形象得到提升。所以建立一个优秀的危机公关团队，全面预防和应对随时可能发生的危机，对提高企业的生存能力具有重大意义。
本文以双汇集团为研究对象，对其危机公关体系进行了深入的研究。首先，在大量搜集和查阅资料的基础上，运用公共关系和危机管理的理论方法分析了双汇集团危机公关的整体现状并发现了其中存在的问题；接着从预防和应对两方面对双汇集团危机公关策略进行系统的研究，最后，对双汇集团危机公关的应对策略从实践和理论两方面提出可行性建议，并提出一些实用技巧，为企业在激烈的市场竞争中，在今后的危机公关中提供相应的参考。
关键词：双汇集团；公共关系；危机公关策略
Abstract：In a constantly changing market, enterprises are facing a crisis. A crisis is a disaster for the business, because it is sudden and destructive, but it also contains the opportunity, as long as companies have sensitive rapid prevention systems, the professional team of crisis public relations, and the crisis comes, using scientific and reasonable processing methods, not only can convert crisis, reduce loss, can also increase the credibility and brand awareness of enterprises. So building a set of perfect crisis management system, comprehensive prevent and respond to a possible crisis at any time, to improve the survival ability of enterprises is of great significance.
To shuanghui group, as the research object, this paper makes a deep study of its crisis management system. First of all, in the huge collection of and access to information, on the basis of the use of public relations and crisis management theory analysis of can also make the enterprise reputation and enterprise image promotion. So building a good crisis management team, found the problems; Then from two aspects of prevent and respond to system was studied for the shuanghui group crisis public relations strategy, finally, the shuanghui group crisis public relations tactics put forward feasible Suggestions from two aspects of theory and practice, for the enterprise in the fierce market competition, in crisis public relations for the future to provide the corresponding reference.
Keywords Shuanghui Group Public relations Crisis PR strategy
如何科学地处理危机已逐渐成为食品行业的企业关注的焦点。而在众多处理危机的方法中,公共关系所起到的作用也愈发显著,越来越多的食品行业的企业也意识到成功的危机公关对顺利解决危机起到了决定性作用。因而, 深入、系统地研究食品行业的企业危机的爆发原因和危机公关的策略,增强食品行业的企业处理危机的能力,不但是促使食品行业的企业自身健康发展的客观需要,同时也是防止食品行业的企业危机演变成更大的公共危机、行业形象危机的必然发展趋势,这同时也响应了建设健全的市场经济新秩序的要求。
而双汇集团作为开创中国肉类品牌的大型食品集团，是中国食品业的龙头，肩负着把中国肉类品牌推向世界的重责，肩负着成为世界最具有竞争力中国食品企业的使命。2011年的“瘦肉精”事件对双汇造成了巨大的影响，双汇的危机公关在一时也被推上了风口浪尖。因此，本文对双汇集团危机公关进行研究，科学地分析双汇集团危机公关策略，提出合理性建议。为双汇以及其他优秀企业在今后的危机管理中提供科学的解决方法。
