2013年新西兰奶粉事件

2013年新西兰奶粉事件 2013年危机公关案例: 新西兰恒天然奶粉肉毒杆菌事件 一、恒天然乳粉污染事件回顾。 8月2日--新西兰恒天然公司向新西兰政府通报，称该公司一个工厂2012年5月生 产的浓缩乳清蛋白粉自检出肉毒杆菌，受污染产品总量40吨左右，并向8家客户发出通报。 8月3日--新西兰政府通报恒天然奶粉原料检出肉毒杆菌。 8月4日--娃哈哈、多美滋卷入“被污染乳粉”事件。同日，新西兰贸易部长宣布中国全面禁止进口新西兰奶粉。 8月5日--恒天然在京召开发布会。CEO西奥 史毕根斯向中国消费者道歉，并公布了问 题 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 来源--新西兰北岛中部一家工厂的临时管道清洁不彻底所致。更重要的是，记者会解释了3月份发现问题直到7月才通报的质疑:“公司在3月份发现问题时未能确认有哪些病菌，继续调查直到7月底才确认为肉毒杆菌。” 8月6日--国家质检总局表示将无限期停进口恒天然浓缩乳清蛋白粉和奶粉基粉两种原料,直到污染事件完全解决。雅培为恒天然污染门另一客户，此前曾要求保密。 8月12日--恒天然集团董事长约翰 威尔逊先生宣布，恒天然集团董事会已成立浓缩乳清蛋白事件调查委员会，将针对事件发生的原因以及随后发生的一系列事件开展独立调查。 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 8月13日--新西兰总理约翰 基表示将于今年晚些时候访问北京，就“恒天然事件”亲自向中国消费者道歉。 8月14日--恒天然新西兰乳品部门总经理辞职。 8月19日--恒天然遭斯里兰卡禁售14天，又有两名高层停职。同天新西兰内阁决定，将对恒天然污染事件展开部长级的政府调查。调查结果最后出炉时，新西兰总理约翰 基有可能亲自前往中国。 8月28日--新西兰初级产业部(MPI)召开新闻发布会，称经过195次检测，检测结果证实在恒天然生产的奶粉中发现的细菌，并非可能致命的肉毒梭状杆菌。 二、危机公关事件处理过程。 新西兰恒天然公司8月2日向新西兰政府通报，称该公司一个工厂2012年5月生产的浓缩乳清蛋白粉自检出肉毒杆菌，受污染产品总量40吨左右，并向8家客户发出通报。 奶业研究人士表示，因为感染的机会很少，病毒排查花费时间久，因此肉毒杆菌不是常规检测项目，目前在乳品主要生产国家肉毒杆菌是不被检测的。换句话说，只要恒天然不自己通报，不会有人知道这件事。 “意外不可避免，但是出现问题后的态度极其重要。”北京诺恒咨询有限公司副总经理姜晓峰对记者表示，谁也不可能保证企业永远不会出现问题，尤其是奶粉行业，产业链条太长，从牧场到餐桌，每个环节都要高度重视，否则一不小心就可能出现问题。而恒天然选择自曝问题，这份 责任 安全质量包保责任状安全管理目标责任状8安全事故责任追究制幼儿园安全责任状占有损害赔偿请求权 和担当就值得肯定。 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 新桥公关CEO沈志勇也同样赞成恒天然的坦诚。“存在问题的产品是2012年5月的，因为时间过久，实际上很多产品已经被消费掉，并没有反映造成消费者损害。他们公布消息的结果对自身形象的损害大于实际对消费者的损害。” 据悉，目前，企业自检信息是否需要上报监管部门，我国无明确规定。而在新西兰，第三方独立机构和企业如果不及时将检测信息如实上报监管当局，可能会被吊销执照，受到更加严重的处罚。也正因此，有业内人士指出，仅仅是行业规则和法规 制度 关于办公室下班关闭电源制度矿山事故隐患举报和奖励制度制度下载人事管理制度doc盘点制度下载 迫使恒天然主动自曝家丑。 “无论是利益权衡后的选择，还是道德约束的自律，最后我们看到的结果是企业自检到并向大众公开自己的问题。这不仅向外界传达了事件处于可控的信息，展现了企业的责任心，而且为产品质量问题带来的危机争得化解先机。”沈志勇认为，从危机处理的角度来看，藏着捂着是不可取的，一旦被第三方曝出带来的后果更加可怕，危机影响更大。 在姜晓峰看来，这正是恒天然危机意识强烈的表现。“有危机不可怕，可怕的是没有危机意识。像三鹿奶粉的三氯氰胺事件的恶化演变，就源于三鹿奶粉淡薄的危机意识和缺乏完善的危机预警体系。”身为奶业巨头的恒天然，非常谨慎小心。 事实上，经过三氯氰胺事件对国人信任的碾压，5年之后的奶粉行业依然信心比黄金还可贵。自检、自曝问题，已经从责任感上表达出企业的诚意和态度，让消费者心理趋向于谅解。至少，对于普通消speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 费者而言，一个敢于自曝企业问题的企业，比一个被消费者曝出产品质量出现问题的企业，更值得信任。而这就是危机公关迈出的关键第一步。 “问题产品”3月被发现可能存在质量问题后，接下来几个月恒天然严格自检，政府 报告 软件系统测试报告下载sgs报告如何下载关于路面塌陷情况报告535n,sgs报告怎么下载竣工报告下载 ，向涉事客户进行通报。随后两天其CEO和高层们专程飞到北京召开全球记者会详细交代事件。恒天然CEO向消费者致歉，承诺48小时内控制问题，启动预防性召回产品，并保证任何消息都将及时告知消费者，同时企业内部成立两支队伍自查此次问题。 “整个过程，可谓反应迅速，基本上所有信息公开透明。在挽回消费者信心上，恒天然表现了应有的低姿态和诚意。”采访中，很多业内人士表示恒天然的这些公关举措漂亮而专业。 不仅如此，在沟通渠道上，恒天然充分利用了任何可以发布信息的渠道公布事件进展信息。姜晓峰告诉记者，无论是中英文的官方网站还是微博，无论是专题还是短消息，无论是文字还是视频，无论是与消费者的互动问答，还是肉毒杆菌的知识普及，恒天然都在努力通过各种方式向外界及时、全面、多频率地传达最新信息。“作为一个消费者，我通过这些方式能清晰地知道一切动向，解答疑惑，消除不信任感。这种透明、公开、全面的传递方式，是危机公关获得成功的关键。” 三、专家对此次事件公关危机处理的观点。 speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 在很多业内人士看来颇显专业的危机公关，也引来“只耍公关技巧”的质疑。 虽然恒天然是主动公开涉事原料的信息，但是3月发现问题7月底才向政府通报难逃拖延瞒报的质疑。随后，恒天然集团首席执行官西奥 史毕根斯在新闻发布会上宣布，已经确认市场上90%受到影响产品的安全状况，剩下10%的产品即将在48小时内全部召回。这一行为被指“不可能完成的任务”后，恒天然改称，48小时不是完成召回而是“启动召回”。在事件过程中，恒天然集团高层均多次向消费者诚恳道歉，表示会对事件进行全面深入 的调查。然而，如何对包括中国消费者在内的多国消费者做出赔偿，恒天然集团一直沉默。这些都足够引起争议。 复旦大学教授顾晓鸣曾表示，纵观恒天然多天来的“危机公关”，似乎只是屡屡利用公关辞令模糊公众视线，“真诚”道歉却不提赔偿，诚意不能不令人怀疑。 而在姜晓峰看来，危机公关举措本身就是仁者见仁的策略，没有统一的标准答案。对于赔偿问题，恒天然是一个原材料供应商，更多的是对商户的赔偿。这得看他们之间是如何约定的。 “至于对一般消费者的赔偿，暂时还没有造成事实上伤害的证据，加之赔偿细节又相对比较复杂，整个公关战役面临的主要问题也不是赔偿，往后放一放也并非大错。”沈志勇补充道。 而对于拖延上报的质疑，沈志勇并不认为这是个很大的问题。“因为这不是常规检测项目，企业检测确定病菌需要时间，确定后就上报speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 政府也符合当地规则，是可以理解的。如果能缩短检测时间，当然会更好。” 四、恒天然肉毒杆菌事件公关危机给我们的启示。 在这次“毒奶粉”危机事件中，除了恒天然高管们飞来飞去地忙于处理危机之外，还有一个不能忽略的角色也在搭台唱戏——政府。8月3日，新西兰初级产业部宣布该消息。8月5日，新西兰政府总理约翰 基批评乳制品巨头恒天然集团拖延曝光产品质量问题。8月12日，新西兰政府宣布将成立一个部长级调查委员会来彻查此事。8月20日，新西兰外交部长默里 麦卡利前往中国展开“奶粉外交”，化解信任危机。总理表示如有必要将亲赴中国。这些高规格、低姿态、高密度的举措令中国消费者眼花缭乱。 据悉，恒天然是新西兰最大的乳制品企业，肩负着该国四分之一的出口。从政府反应上看，政府没有因为恒天然是“民族支柱品牌”，创造了大量就业和GDP而对其有任何偏袒。这一方面显示了政府对质量安全的重视，努力维护“干净、绿色”乳制品供应国的国家声誉，另一方面也显示出我国作为新西兰乳制品最大出口市场之一的重要性。 “政府有责任监督食品安全，不偏袒，不隐瞒，对消费者安全负责为第一要义。新西兰政府不仅如此，还承担国家公关的角色，欲用政府诚意挽回信任危机，这是非常了不起的。”姜晓峰告诉记者，“这个事件让我想到三鹿奶粉事件中政府的作为。当作为三鹿奶粉大股东speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 的恒天然已经向本国政府通报，媒体报道和监督介入的时候，地方政府也在进行危机处理，方式是选择继续护短。” 在沈志勇看来，仅从危机公关角度来看，新西兰政府的危机公关反应快速，态度诚恳，应对 措施 《全国民用建筑工程设计技术措施》规划•建筑•景观全国民用建筑工程设计技术措施》规划•建筑•景观软件质量保证措施下载工地伤害及预防措施下载关于贯彻落实的具体措施 可圈可点。“政府和企业的双管齐下、密切配合，着实为这起奶粉危机公关加分不少。毕竟，相较于企业，政府作为权威第三方出面表态更具有公信力，对企业降低危机影响，重拾消费者信心起着很重要的作用。反观中国类似的企业质量危机，政府声音往往阙如。” “如果这件事发生在国内企业，又有多少企业会选择自曝家丑,国内屡次爆发的食品安全问题，又有几个是因为企业自检后选择对外坦诚,”品牌管理专家李栎无奈地说道。 以恒天然事件反观我们国内，现实可能要尴尬得多。以前段时间曝出的镉大米污染事件为例，相关公司在4年前就已发现镉超标问题，但这些问题大米最终流向了哪些地区、哪些企业，公众却从不知情。这并非个例，因为媒体监督和国家监管曝出的食品安全问题中，难保很多企业一开始就知道自己的问题出在哪里。令人至今回想起还心有余悸的三鹿奶粉事件就是企业自知后仍选择隐瞒，对消费者投诉置若罔闻，甚至矢口否认，以致酿成重大食品安全事故。 “在我国，不愿意说、不敢说、遮掩问题往往是企业的通病。自揭其短，召回产品等行为成为很多跨国企业的自律行为。”姜晓峰对记者解释，这是因为市场发展状况不同，法制环境和规则文化都不相speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 同，意识和习惯也不相同。在国外，如果蓄意遮盖问题，一旦暴露承受的损失和数额将是惊人的。 在中国企业中具有独特身份的国企也不例外，普遍有着遇事捂一捂的习惯，大事化小小事化了的心态，造成了危机发生后反应迟缓。“一些发展快速的竞争性央企相对做得好一些，这取决于领导人的意识。有些垄断行业，受计划思维固化，觉得市场是固定的，危机意识自然不足。”危机公关专家林景新对记者说道。 随着经济的快速发展，尤其是互联网革命带来的社会变革，媒体、网络与社会监督机制越来越强大,整个社会的透明度日益增高，社会大众正在变得更加成熟和“挑剔”，各种问题被曝光的可能性快速加大，藏着捂着的危机处理意识已经陈旧不堪。尤其当产品遇到硬伤，自揭问题比被动应战造成的影响小得多，这不仅需要国企具有严格的自查自测体系，而且需要有与时俱进的危机公关意识，以责任赢得信任。“毕竟，企业在生产过程中，有些不可控因素会造成产品瑕疵，这是不可避免的。”沈志勇表示，主动揭短会给大众留下“如果有问题，它就会说出来”的印象，这就是一种信任。 而被信任，恰恰是当下我国国企所普遍缺乏的。纵观近年来国企呈上升态势的舆情危机，大部分源于网络曝出。而一个帖子就能引发一个企业的巨大危机，除去本身有些企业管理亟待提升外，大众对国企的信任度普遍较低是不可忽视的因素。比如，之前中石化的“牛郎门”事件，一篇未经核实的帖子在网络迅速传播发酵，大众的不信任speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 起着推波助澜的作用。近日谣言编造者傅学胜被警方刑拘，但是中石化的品牌形象已受到损害。这样的例子不在少数。 “我国市场发展时间短，速度快，国企多年来对政府过度倚重，造成对品牌和声誉的积累沉淀比较薄弱，对危机处理不够重视，遇事反应迟缓，公开透明度较差，无疑加剧了外界的不信任感。然后不信任又加剧了国企舆论危机出现的频率，如此恶性循环。”姜晓峰对记者表示，“因此，重构信任是现实所需。而每一次危机公关都能成为重构信任的契机。处理得当，就会转‘危’为‘机’。这才是危机公关的真正意义所在。” 除了改变陈旧观念及时回应外，其中关键一步是要求国企在处理危机时全程保证公开、透明。 恒天然在整个危机处理中时刻保持公开透明、信息全面，为赢得理解和挽回信任奠定了基础。李栋表示，重建信任的关键是要让大众随时知晓具体进展细节和企业履责情况，是企业诚意和责任的体现。作为全民所有的国企，更有责任和义务向外界公开透明。 危机公关中，能有效挽回理解和信任的另一个方式就是邀请政府参与其中，恒天然的危机公关很好地证明了这一点。 在沈志勇看来，理顺与政府的关系，不仅对处理国内公关危机很重要，而且会为走出国门的危机公关增添胜算。作为中国经济中流砥柱的国企，因全民所有的独特性质，与政府有着天然的亲近性。 “这种亲近性不该是包庇和偏袒，而是更加严格的监管。”沈志勇建议，国企要利用自身优势与政府进行更多的沟通与互动，危机出speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the 现时寻求政府层面的介入调查和危机公关，将政府变成危机公关主体，帮助企业挽回形象和信任。 姜晓峰则表示:“国企与其他企业性质不同，什么时候用政府，什么时候只能是企业来做，企业一定要考虑清楚策略。在国外，因意识形态的差异，很多国家将国企看作中国政府的代表，政府的公信力会大打折扣。有的时候，与其选择政府参与公关，不如多与当地社区、公益团体和员工沟通，这样的危机公关或许更能奏效。” speed up technology results into, active guide enterprise will mature technology results into for productivity, and Translate into economic benefits, efforts to solve economic and technological "two peels" phenomenon, says from the Dongping real, is to provide research institutions with more into place. Strengthening the agricultural scientific and technological achievements in the field to improve efforts to help farmers, crop planting, processing, animal husbandry and other agricultural products, increase the intensity of transforming scientific and technological innovation, science and technology to improve agricultural efficiency, improve the mass income and services immigrants safe haven siege works. Wuhan Institute of freshwater should give full play to the Chinese Academy of Sciences, and improving the added value of Dongping Lake aquatic products. 1th, in the middle of this yearProposed to increase the level of modernization in agriculture, hoping the county levels to seriously study the documents. 18 plenary session "storing food in, storing food in land", this requirement is very high, population, food is not enough, and not completely rely on imports, has to rely on technology to increase food production and limited land mass, relevant departments at the county level in particular, agricultural sector, active docking tertiary institutions, the Institute took the lead in the