11億的危機處理教訓：毒奶粉事件企業形象修護策略分析－以金車、雀巢為例
The Lesson of NT$1.1 Million：Comparing King Car and Nestle Crisis Communication Strategies During Melamine Milk Crisis

高心怡、賴廣瑜
Kao Hisn yi、Lai Kuang yu

「毒奶粉事件」為2008年最重要的消費事件！本研究以形象修護策略分析在此危機中損失金額高達一億元的金車與十億元的雀巢所採行之策略，對媒體評價與報導時間長短之影響。研究發現金車採用「道歉」，將產品下架與退換貨的「改正」策略，獲得媒體正面報導顯著高於雀巢，且媒體報導時間較短；雀巢始終「否認」產品有問題，與衛生署爭辯三聚氰胺含量標準，創造新聞議題，媒體曝光長達一個月，並因為退換貨標準嚴格，造成負面評價。金車使用「道歉」與「改正」策略，形象修護成效明顯優於雀巢的「否認」與「改正」策略。

This study applied Benoit’s Image Repairing Strategies in analyzing the crisis communication strategies of King Car and Nestle, as they were accused of selling melamine-laced milk products. The result indicated that King Car applied mortification and corrective strategies gained the positive comments and reduced the length of reporting period. From the beginning to the end Nestle denied the accused and put itself in controversial issues, got negative comments and longer reporting time as result.

危機處理、危機管理、形象修護策略、毒奶粉、金車、雀巢

crisis management， crisis communication， image repairing strategies， melamine-laced milk powder ， King Car, Nestle

2009.07.07

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S054-11億的危機處理教訓.pdf