국내 기업들의 위기상황 시 커뮤니케이션 유형에 대한 연구 : 광고, 홍보, 마케팅 담당자들의 인식조사를 중심으로 = A Study on communication when korean companies face crises

다국어 초록 (Multilingual Abstract)

Unfortunately, the world is a critical place, and bad things really do happen to most businesses like uninvited guests who do not make business entities happy, but force them to rectify what they have been doing. Under the circumstances like any business anywhere is vulnerable to crisis at any time, businesses must find out how to develop and implement a winning crisis control process, as well as how to prevent the same crises from happening and how to improve the attitude of acting on potential crises.
Occurrence of crises in businesses could demage such intangible assets of companies as corporate image, reputation, fame, etc. To recover from the demage by crises, businesses should go through appropriate marketing communication as a part of corporate image recovering strategy. During this process, people responsible for advertisement, promotion, and marketing in a company accept messages from stakeholders and select types of media by taking stakeholders into consideration.
The purpose of this study by selecting 5 subjects is to do a survey and an analysis on which communication strategy was chosen to react each type of crisis, which type of message strategy and media were chosen to take stakeholders into consideration, and whether the chosen media was effective.
This study was done by questionnaire to the objects of 200 companies ranked highly in spending on advertising in KBS in 2008 as well as 50 companies including advertisement, promotion, and marketing consulting organization.
This study has found that people in charge of advertisement, promotion, and marketing in Korean companies tend to highly rely on such media as TV and newspapers when crises happen. It has also found that those people try to maintain, protect, and recover corporate image, reputation, and fame by appealing to such media of truth, specialty, and high objectivity as TV news and programs, Publicity, etc. so that they can prevent temporary cease of communication with stakeholders and also stop repeated misunderstanding induced by specific situation of crises.
I admit there are some limitations that samples of this study can not represent all of people responsible for advertisement, promotion, and marketing; and this study does not show extensive analysis on causal relationship among various variables relevant to subjects of study. I tried, however, to lay some meaning that this study is stressed on broadening patterns of crises that have been studied from the perspective of people responsible for promotion upto the recognition of types of media and effectiveness of the media from the perspective of people in charge of advertisement and marketing.
This study is to show that status-quo crises could become more diversified, unexpected, and complicated in future business management environment; and stakeholders could become more specified as well. Finally, businesses should form and keep friendly relationship with stakeholders by selecting appropriate media and communication strategy. For this reason, people in charge of advertisement, promotion, marketing, and crisis management of a company should consider future management and administration environment so that they can develop alternatively-new media, breaking from the conventional TV media and newspapers.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구배경 및 목적 = 1
• 제2절 연구문제 = 4
• 제2장 이론적 논의 및 선행연구 = 7
• 제1절 위기 및 위기 커뮤니케이션에 관한 논의 = 7
• 1. 위기의 정의 = 7
• 2. 위기의 유형 = 11
• 3. 위기커뮤니케이션 전략 유형 = 22
• 제2절 커뮤니케이션 수단으로서 매체연구 = 36
• 1. 매체선택의 이론적 논의 = 36
• 2. 매체의 특성 = 39
• 3. 매체유형과 이해관계자(stakeholder) = 55
• 제3장 연구방법 = 62
• 제1절 연구 설계 = 62
• 1. 분석대상 선정 = 62
• 2. 조사 설계 및 자료수집 = 63
• 3. 연구모형 = 63
• 4. 설문지 구성 = 64
• 제4장 연구결과 = 67
• 제1절 자료의 분석 = 67
• 1. 조사대상 응답자 분석 = 67
• 제2절 연구문제 결과 및 해석 = 70
• 1. 위기 커뮤니케이션 전략 유형에 효과적인 매체유형 인식조사 결과 = 70
• 2. 이미지 회복을 위해서 이해관계자(stakeholder)들에게 효과적인 매체 유형 인식조사 결과 = 82
• 3. 국내 기업이 경험한 위기유형과 위기 커뮤니케이션 전략 유형 실태조사 결과 = 90
• 4. 위기 시 선택한 메시지 유형 실태조사 결과 = 99
• 5. 위기 시 선택한 매체 유형의 효과성에 대한 실태조사 결과 = 104
• 제5장 결론 = 112
• 제1절 연구결과 요약 = 112
• 제2절 연구의 한계점 및 제언 = 118
• 참 고 문 헌 = 121
• ABSTRACT = 127
• 부 록 = 130