康师傅矿物质水

康师傅矿物质水 康师傅师物师水假告——虚广先下手师强+ Master mineral water - false advertising + pre-emptive 某友披露康师傅师物师水竟是自水灌的～非其告中所的“师取师师水源”。网来装并广声称Disclosure of a User Master was actually tap water filling mineral water, not its advertising claims in the "select high-quality water."随确后～康师傅方面承师～其杭州生师基地所生师的师物师水师是城市 自水师化而成的～添加了符合师的添加师。来并国Subsequently, the Master in recognition of its Hangzhou production base in the production of mineral water, purified tap water is indeed a city made of, and add a line with national standard additives.同师～康师傅师外～“大家都是称 师师做的。一些公师人士师我师道出了其中的玄机,师泉水的水源师师只是“薄薄的一师师师”～康师傅知窗 道师包不住火～不如自己先跳出师能落道德典范。但师师消师者和行师中的其他企师而言是否是道来个 德,呢Meanwhile, the Master said outside, "we are doing and some PR person tells us the mystery of: mineral water problem is" a thin layer of window paper "Master knows Murder, as also their first to drop out of a moral model. but for other consumers and the industry in terms of whether it is business ethics? 2008年7月24日～天涯社师师师师布了一《康师傅,的师师水源在师里区区个你哪?》帖子～可师石破天 惊～一石激起千师浪!署名草布丁的民在师帖子里毫不客地指出～康师傅师泉水根本就有青网个气没 所师的“师师水源”～而是用自水师师师师水生师工师师理、灌。来装July 24, 2008, End of the map area community issued a "Master: Where is your water quality?" Post, can be described as ground-breaking, a ripple! Signature pudding grass of Internet users in this post unceremoniously pointed out, simply do not mineral Master so-called "high-quality water," but with the water treatment process through the production of pure water, filling.而师位民的矛师所指恰是康师网 傅最新在CCTV-1高师率师炸的师师告《师师水篇》,告一师始～就是一句“师取了师师水源”～就师广广凭 句师～在帖子有出之前着师打师了不少消师者。没来And the users of the spearhead of the attack is just the latest in CCTV-1 Master high-frequency bombardment of TV ads, "Water quality articles': the beginning of advertising, is a" selected high-quality water, "Relying on this statement, not in the post it really touched a lot of consumers before. 8月5日～杭州师益食品有限公司公师部相师师师人承师～康师傅杭州生师基地所生师的师物师水～的是确 用城市自水师水师系师师师出的。来来August 5, Yi Food Co., Ltd. Hangzhou top person in charge of public relations related to recognition, Master production base in Hangzhou, the production of mineral water, city tap water is really filtered through the system filter out the water. 8月6日～上海某媒率先师道“康师傅师物师水水源竟是自水”～披露整事件师去。体来个来脉 August 6, a Shanghai media first reported the "Master of mineral water was actually tap water", the disclosure of the circumstances surrounding the incident.康师傅水源事件立引起即 北京、上海等媒泛师注～媒师道升师体广体(师1-2)。Master water incident immediately drew Beijing, Shanghai and other media attention, media coverage upgrade (Figure 1-2). 8月8日～康师傅控股有限公司在官方站上首次公师师《“康师傅师用师物师水”的师明》,“师公司网 生师之'师用师物师水'～系以师师水的基师再添加符合'食品添加师师师添加师与'家师准的师物师原料～完全国 符合家师准国GB10789师料通师中有师'师用师物师水'品师的定师。同师～考师师品安全师生～本公司使用与 水源～无师是使用自水、地下水或其天来它国然水～都符合家师准GB5749'生活师用水师生师准'。生师 完全符合家师国国内国量安全师准相师师范。同师～我司各生师基地～均以师格的生师工师～在家师准相师师 范下制成具有全一国致师准的师物师水系列师品～师消师者安心师用。”但康师傅始师未就此次事件核心师 August 8, Master Kong Holdings 师——虚没达歉涉嫌假宣师做出任何解师～更有向消师者表意。 Limited on the official website for the first time published "" Master drinking mineral water "description": "The company's 'drinking mineral water', the basis for the Department to re-purified water Add line 'Food additives and nutrient additives' mineral raw materials, national standards, full compliance with the national standard GB10789 General in the drink 'drinking mineral water' category definitions the same time, consider the product safety and health, the company uses water, whether is the use of tap water, groundwater or other natural water, are in line with the national standard GB5749 'drinking water health standards.' production of full compliance with national standards of quality and safety standards related to the same time, our domestic production base, are strict production process, in made under the relevant national standard specifications consistent with the national standards for mineral water products, the consumers peace of mind to drink. "But the Master is always the core issue is not on this incident - alleged false advertising to make any explanation, not to consumers expression of regret.不少消师者及法律界人士指师康师傅涉嫌虚吁假宣师～呼工商部师介入[5]。 Many consumers and the legal profession accused Master alleged false advertising, call the business sector involved [5]. 9月2日～“水源师”师波持师一月后～康师傅高师个体会管理人师首次集出席新师师布～向受邀的京津 地的媒就师物师水师品告中师区体广歉并广瓶示“师用师师水源”一事向消师者公师致～师整了相师告和师 用师。September 2, "water gate" controversy last month after the Master collective senior management for the first time at the press conference, the Beijing-Tianjin area to invited media advertising in the aquatic minerals labeled "high quality water" of the public apology to consumers, and adjust the relevant standard terms of advertising and bottles. 至今～康师傅集师委托师师公师公司就师泉水危机事件的公师活师仍在师行中(师1-3)。So far, Master Group commissioned a professional public relations company public relations crisis on the mineral activity is still in progress (Figure 1-3). 1.2 康师傅水源师危机公师策略分析1.2 Master Water gate crisis public relations strategy analysis 根据康师傅水源师事件危机公师师展的先后师序～可以按照危机师展的四个来师段分析其危机公师策略: According to Master Water-gate the order to carry out public relations crisis, the crisis can follow the four stages of development to analyze the crisis public relations strategy: 1.2.1 危机前兆期,沉默公师～“恐师公师”1.2.1 Crisis precursor phase: silence public relations, "Dinosaur public relations" 1、盲目默沉极～消师师1, blind silence, the negative response 2、师师最佳师理师机2, thereby adversely affecting the processing time to the best 3、师失师师主控师3, missed the media ownership that 1.2.2 危机加师期,公师不利～身陷公师危机1.2.2 The crisis intensified period: adverse public relations, public relations crisis caught 1、回避事件核心师师～公师无师意1, to avoid the core issue of the event, public relations and sincerity 2、危机公师缺失师师水准2, lack of professional public relations crisis 1.2.3 危机师理期,师公师～师师师真极1.2.3 Crisis Period: sincere public relations, positive response 来自三方面的力量(消师者的抵制～商师师品的下架～媒的体批师)师康师傅集师不得不师考师真此次危机 事件的后果。From the three forces (consumer boycott of products off the shelf shopping, media criticism) to Master Group have to seriously consider the consequences of this crisis. 在师一师段～康师傅采取了师师师的极危机公师策略,At this stage, Master of the crisis has taken a more active public relations strategy: 1、相公师真, 坦师相师1, the truth of public relations, relatively honest 所师的“相公师”真, 其师就是危机公师中的“ 揭示真相策略”, 指在危机事件师生后企师坦师面师公 众, 事件的师将真况众体情反映师公以师企师师意的策略。The so-called "truth public relations", in fact, the public relations crisis, "reveals the truth of strategy", refers to companies in crisis after the incident, frank face the public, the events reflect the real situation to the public to reflect the good faith of corporate strategy.吸取了上师段“保持默沉教”和“自我狡师”的师, 康师傅准地确断判了此次危机事件的根源: 其师师告《师师水源篇》的“师取了师师水源”师师广与况情不 符。Drawing on the stage of "silence" and "self-sophistry," the lesson, Master accurately determine the root causes of the crisis: its television advertising "quality water source articles" and "selected high-quality water" does not match with the actual situation.师接着康师傅师师此根 源师师通师告媒广体歉体声向消师者公师致～消师者和媒的批师音有所师和。Then the root causes for this Master through advertising media, public apology to consumers, consumers and media critics eased. 2、重造品牌师知～及师师整师示用师2, re-create brand awareness, timely adjustment of terms marked 在康师傅水源师危机爆师之后～康师傅集师及师停播引起消师者不师的告。广Master water crisis in the door, the Master Group in time off the air the ads cause consumer dissatisfaction.同师～康师 傅方面表示～师师告广广瓶装瓶将停播后师整了告宣师师～同师师师新的师～新包身师品也师师上市。 Meanwhile, the Master in that ad off the air after the adjustment of the advertising language, while the new bottle design standard, the new bottle packaging products will also be listed. 2008年9月～康师傅份装广集师师康师傅师物师水的包师行了相师师整～告及师师用师也师行了相师师整。 September 2008, Master Group Master packaging of mineral water, adjusted, advertising, language and identity have also been adjusted accordingly.康师傅集师力师通师包的师整少人师师装减 于此次危机事件的消极印象。Master Group sought the adjustment package for the crisis to reduce people's negative impression. 以康师傅强大的生师能力渠与售网启装道师师～以及康师傅母品牌在食品师料行师的师淀～用新的师品包 师师可能要比师师一师包师个残装更容易成功。Master the ability to produce strong sales network and channels, and the Master of the parent brand's heritage in food and beverage industry, opening of the new product packaging labels may be disabled than to maintain a more successful packaging. 师然在康师傅集师在危机事件师生后的一月个歉从才向消师者公师致～但是师一师段师始～康师傅的危机 公师策略却师生了师折～不再是前师它两极段的回避和逃避～而是采取师师师的危机公师策略～力师通师 自己的致歉极广体和师行师师得大消师者和媒的师解。Although the crisis in the Master Group a month after the incident, a public apology to consumers, but from this stage, the Master of crisis public relations strategy has undergone a transition, it is no longer the first two stages to avoid and escape, while the the crisis is to take a more active public relations strategy, trying to apologize and through their own positive action to obtain the understanding of consumers and the media.师然消师者不可能在短期忘却此内次水源师事件～但是康师傅至少通师更 师师的公师极活师使此次危机事件师始向好的方面师师。Although consumers in the short term can not forget the water-gate, but the Master at least a more positive public relations activities through the crisis began to make good the area. 1.2.4 危机消除期,持久公师～重建品牌信誉1.2.4 Crisis elimination period: sustained public relations, brand reputation reconstruction 2008年10月～康师傅控股有限公司师行年度公师师师公司招师～最师师师了北京某公师师播公司。October 2008, the annual Master Holdings Limited PR consultancy tender, the final choice of a PR company in Beijing.通师和师师公师公司的合作～康师傅集师采取了更师师极主师的危机师师策略～力师早 日恢师康师傅师物师水在消师者心目中的美度誉。Through collaboration and professional public relations firm, Master Group adopted a more pro-active crisis response strategies, trying to Master the early resumption of mineral water's reputation in the minds of consumers.通师师康 师傅师物师水危机事件的师期踪跟～师师了康师傅集师在此师段(至今)的危机公师活师,Master mineral water crisis through long-term tracking of events, summed up the Master Group at this stage (to date) of the crisis public relations activities: 1、师网危机公师1, the network of public relations crisis 康师傅集师所委托的师家师师公师公司～使用其自主师师的“搜索引擎师化(Search Engine Optimization)”技师师康师傅水源师事件师行了师网屏危机公师～在搜索师果中蔽相师康师傅师物师水的师面 新师。Master Group commissioned this professional public relations firm, with its self- developed "search engine optimization (Search Engine Optimization)" Master water-gate technology for the network of public relations crisis, the search results screen in mineral water, the negative associated Master News. 2、借助媒体体广力量持久公师～加大媒告的投放力度2, with the lasting power of the media and public relations, efforts to increase media ads 同师～在媒体从体宣师上～康师傅集师着重“什师是师物师水”上师行知师解师～力求通师持久的媒宣师～师 消师者逐师重新接受康师傅师物师水～而从誉恢师康师傅师物师水的品牌知名度和美度。Meanwhile, in the media, the Master Group focus from "what is the mineral water" on the interpretation of knowledge, and strive through sustained media campaigns, so that consumers have come to re-accept the Master mineral water, thereby restoring the Master brand of mineral water and reputation. 3、民心公师～主师公益活师3, the people, public relations, public service activities organized by 在康师傅水源师危机师生后～康师傅投注了200万元师师水师意公益提案师师～旨在通师主师公益活师恢师和 提升消师者师于康师傅品牌的师意度和美度誉。Master water crisis in the door, the Master bet $ 2 million public proposal ideas competition organized by water, by hosting public events designed to restore and enhance consumer satisfaction for the Master brand and reputation. 同师康师傅集师着重师校园体消师群师行了危机公师活师～根据其委托师师公师公司的新师师料～我师师师,师师 大水师意师师影响国广～师水师意公益提案师师在全高校师得泛知名度～康师傅集师把原定的18所高校师 大至27所高校非相师师师(非水师保、师境保师院系)院系师行推广(师充的院校包括河南理工大、学河北 大、师工学宁学学程技师大、河南工师大等)～同师在推广个灵师程中依据每高校的不同特点活师展师下 推活广广广会响达师～推方式包括师布师师、师师海师、校师播、召师师、班师宣布等等～直接影人群高 135000人”～“40家高校师上推广写划广～康师傅委托的师师公师公司共撰策师师推稿件42篇(包括 主师帖8篇～回师性稿件34篇)～用以下师上推广方式在40家高校师行推广估响达～师影人群高 230350人次”。通师一系列的公益活师～有力的提升了高校消师者师于康师傅品牌的好感度。Master Group also focuses on consumer groups on the campus of the crisis public relations activities, commissioned a professional public relations firm based on their information materials, we find: creative competitions for the expansion of the water impact, allowing water to creative contest proposal public colleges and universities in the country is widely known, the Master Group the original 18 universities and 27 colleges and universities to expand non-related professionals (non-water environmental protection, environmental protection departments) to promote faculty (including extended schools, Henan Polytechnic University, Hebei University, Liaoning Engineering Technology University, Henan University ), while in the promotion process based on the different characteristics of each university to carry out flexible line marketing activities to promote ways including the release of leaflets, posters, newspaper broadcasts, meetings, classes, etc. that directly affect the population up to 135,000 people. " "40 colleges and universities online promotion, public relations professional Master commissioned planning forum to promote the company written a total of 42 articles (including topic Reply 8, reply of the manuscript 34), these online promotional methods to promote the 40 colleges and universities, pre- estimated crowd of up to 230,350 people affected. "through a series of public service activities, a strong enhancement of the university consumers Master brand favorability. 康师傅集师作师一家跨国离会来随来企师～熟知企师的师展不师社的师展～近年着公益活师越越受到人师 的师注～师助公益活师已师成师“活广个极告”～而且在师助公益事师的同师～可以师企师师立一师师、师的社 会径公民形象～是提升企师品牌形象和品牌价师的主要途。Master Group as an international company, well-known companies can not develop without social development, public service activities in recent years with more and more attention, sponsored public service activities have become a "walking advertisement", but also in the sponsor charity at the same time, for enterprises to establish a responsible, positive social citizenship, is to enhance the corporate brand image and brand value of the main channel.康师傅力师通师师师方法将企师的一部分利师用明 确会从众个达的方式返师师社～而在受心目中师立起一师师任的“企师公民”的形象以到增强企师品牌 知名度、美度誉、师意度、忠师度的目的。Master seeks in this way some of the profits of enterprises with a clear way to return to society, which in the mind of the audience a responsible "corporate citizen" image in order to achieve and enhance their brand awareness, reputation, satisfaction, loyalty degree purposes.