拼多多危机管理研究

拼多多危机管理研究摘要近年来电子商务覆盖面越来越广，涌现各种电商平台，网上交易已成为人们生活中购物的重要渠道，使交易变得迅速快捷。电子商务作为新兴领域，顺应了现代人快时代的生活节奏，发展态势较好，发展迅速。但其发展并不是一帆风顺的，一路以来，也面临着各种困难危机。能够得以快速发展，一定程度上在于对危机的有效管理。于2015年9月上线的拼多多，是目前中国最有争议的电商企业。关于拼多多不仅是其大面积的广告使人影响深刻，还有其“假货”的标签被推上风口浪尖。因为假货和傍名牌、商标侵权等问题，拼多多成了众矢之的。本文通过对拼多多的调研，了解拼多多对于假货事件作出相应的反映及控制措施，结合其影响，从全局的角度对电商平台的发展提出相关危机管理的个人看法与建议。关键词：拼多多假货事件，对策分析，危机管理ABSTRACTIn recent years,the coverage of e-commerce is more and more extensive,andvarious e-commerce platforms have emerged.Online trading has become an importantchannel for people to shop in their daily life,making transactions become fast and fast.E-commerce,as an emerging field,conforms to the pace of life in the fast times ofmodern people,with a good development situation and rapid development.But itsdevelopment is not plain sailing,all the way,also faced with various difficulties andcrises.The rapid development is partly due to effective crisis management.Pinduoduo,which was launched in September 2015,is the most controversial e-commerce companyin China.Pinduoduo is not only deeply affected by its extensive advertising,but also its"fake"label.Pinduoduo has become the target of public criticism because of fake goodsand trademark infringement.Through the investigation of Pinduoduo,this paperunderstands pinduoduo's response to and control of fake goods,and puts forwardpersonal views and suggestions on crisis management from the overall perspective andthe development of e-commerce platformKeywords:Pinduoduo fake goods incident,countermeasure analysis,crisis management目录摘要ABSTRACT第一章引言1.1研究背景…1.2研究意义….11.3研究方法和目的.21.4文献综述】3第二章危机管理的相关概述和研究现状.42.1危机的相关概述….42.2危机管理的相关概述.…。.5第三章拼多多假货危机事件分析….73.1拼多多假货事件概况….73.2拼多多假货危机的特点.83.3拼多多危机管理对策分析.8第四章分析电商平台如何应对假货危机4.1运用危机管理原则分析.114.2运用危机管理三阶段分析..12第五章企业危机管理的体系研究】.145.1危机管理体系研究的目的.….145.2危机管理体系的内容.145.3危机管理体系的应用与意义.15第六章结论.….16谢辞….17参考文献.18m