一场成功的危机公关下,数千万损失依旧发生了。为什么?如果我们把危机公关仅孤立地看作一个营销手段的话,三鹿应算是成功应用了这个手段。但,职能部门的工作态度与效率,消费者此刻怀疑一切的消费心理,销售终端重利轻义的本性,都构成了复杂的市场环境,这种复杂性在中国尤其突出。而这,远非是媒体上的几篇文章、几场座谈会就能解决的。毒奶粉事件,为中国企业运作的系统性、规范性敲响了警钟。 Under a successful crisis public relations, tens of millions of losses still occur. Why? If we look at the crisis PR alone as a marketing tool, Sanlu should be considered a successful application of this measure. However, the working attitude and efficiency of the functional departments, the consumer psychology of consumer doubts and the light and righteous nature of the sales terminals constitute a complicated market environment. This complexity is especially prominent in China. This, far from a few articles in the media, can be solved by a few forums. The milk powder incident has sounded the alarm for the systematic and normative operation of Chinese enterprises.