一、引言近年来产品危机事件呈现出量多、面广、影响力巨大的特点,众所周知的案例包括在2005年爆发的光明乳业的“回炉奶”风波,使得光明乳业在短期内业绩遭受重创;2008年发生的“三聚氰胺”事件,导致我国乳业巨头三鹿奶粉宣告破产,甚至导致了整个乳制品行业的危机。这样的经验事实告诉人们,在产品危机中,消费者认知对企业的各方面会存在巨大的影响。本文实例源于2014年3月8日马来西亚航空公司飞机 I. INTRODUCTION In recent years, the product crisis has been characterized by a large amount of output and a wide range of influence. The well-known cases include the case of Guangming Dairy’s “milk replenishment” that broke out in 2005, which caused the performance of Guangming Dairy in the short term Hit the “melamine” incident in 2008, resulting in the collapse of China’s dairy giant Sanlu milk powder, and even led to the entire dairy industry crisis. This empirical fact tells people that in the product crisis, consumer perceptions have a huge impact on all aspects of the business. The example in this article originated from Malaysia Airlines Airlines on March 8, 2014