Another annual 315 party. In addition to the people who are afraid of the goods they bought, The most worrying thing is the business operator: I am afraid that my goods will be named.
Therefore, March 15 of each year is also the busiest day for all publics.
This article will use the Volkswagen Touareg as an incision. Analyze the feasibility of public relations in crisis situations.
The 3.15 party named a number of enterprises, up to the Volkswagen Touareg, road construction, down to a variety of cottage food, some companies were closed down, and some enterprises can regain the trust of the people after the crisis?
In 3.15, everyone should be most impressed by the Volkswagen Touareg. They spread the network with a few unannounced pictures, remembering the sentence; "God will make people who are guilty, let alone a car?" The first shot of the 315 this year was directed at Volkswagen. The Volkswagen Touareg appeared in the film with a market value of several hundred thousand RMB. However, when the car was driving during the rainy period, it suddenly became unable to refuel. At the same time, the brakes were weak and the steering wheel could not turn. Very dangerous. It is understood that the Volkswagen Touareg air filter inlet water service began in September last year, but the progress has been slow.
Two hours after the program was broadcast, @大众进口汽车 official Weibo made a statement. Volkswagen said that they highly value and fully realize that there are still many deficiencies in the process of handling customer appeals, and once again express their sincere apologies for the inconvenience and trouble caused by the water supply of the Touareg's air filter. In response to the above-mentioned defects, Volkswagen has filed a recall plan with the relevant state departments, and will officially start implementation on April 30, and will open one-to-one processing of "exclusive channels."
Under this Weibo, netizens have said that "I know why today, why should I be."
On the evening of March 18th, Volkswagen China CEO Feng Sihan sent a letter to the Touareg owner, once again apologizing for the Touareg air filter water intake problem. Feng Sihan said that he is actively preparing for the recall work to be implemented next month. He is confident that he will eliminate the related defects through the implementation of technical solutions, and promises to freely change the oil for the owners, and the engine warranty for the Touareg vehicles affected by this problem is extended free of charge. Two years.
On March 23rd, the Volkswagen Touareg launched its world premiere. Can it win the trust of the people in the face of the Touareg that was recalled on the side?
What are the 315 car companies that have been exposed over the years?
The 315th party in 2004 was exposed: 315 program group interviewed the head of the US Highway Administration, glassman said: Our aim is not to develop the automobile industry, nor to pay for the industry that does not help the car safety. All we do is to protect The safety of the production and use of motor vehicles. Mitsubishi recalled more than 70,000 Pajero v31 v33 in China.
In 2013, the 315 party was exposed: 1 Jianghuai Tongyue body paint drum kit, serious steel plate corrosion and other defects, the defect caused a large area of water into the body, Jianghuai publicly acknowledged that "Jianghuai is an attitude car company, apologizing and handling the problem. ". 2 Volkswagen DSG gearbox power disappeared during driving, the performance is: do not go on fuel, not fuel, but accelerate. In 2012, a total of 11,631 complaints were received, and there are still complaints. The public said that they will pay attention to it.
2015 315 party exposure: Land Rover gearbox failures frequently, either do not move, or reverse gear failure, according to statistics countless, some vehicle repairs still exist twice. Land Rover China shirks responsibility: the owner is driving too fast. 2016 315 party: used car trading scam, consumers see different information screens in the car easy to shoot service network and car easy to shoot network transactions, the car owner sees another information screen, the transaction information involves the vehicle transaction price Unequal, asymmetrical. After the event, the car was easily damaged, the capital pressure became larger, the c-end business was closed, and the company was finally acquired.
The crisis is coming. Does the public public relations satisfy you?
Car companies seem to be frequent visitors to the 315 party. In the face of the crisis of exposure, some companies choose to transfer reasons to consumers, and some companies choose to evade or turn a blind eye. This time, the public seems to apologize in time, is it really ok?
I don't think so.
Of course, this year's public relations response to the crisis situation also has certain merits. 1 After the crisis broke out, it was necessary to respond and suppress within a precious 24 hours to avoid public opinion fermentation and uncontrollable. At this point, the official response of the public was timely, and the first time on the social media gave a response and a statement, the statement also revealed the meaning of correction. (As for the effect, there will be an analysis below.) It is indicated that the recall will be held after April 30th.
On March 18th, the Volkswagen CEO also issued a statement, and saw the public's attention to this 315 and a certain sincerity. 3 The one-to-one exclusive channel was mentioned in the public's statement, which is quite gratifying for many consumers.
However, netizens still expressed doubts, but it is still insufficient.
First of all, as early as last year, the Volkswagen Touareg engine was exposed to water, but it was not officially resolved. It was not until 315 exposure this year that it apologized. The netizens said that they did not buy the difference before and after the public.
Secondly, in the announcement of the announcement, the public has stolen the concept, obviously the engine is in the water, and the air filter is in the water in the declaration. It is obvious that the sincerity has not reached the expected effect of the consumer. Some netizens pointed out that the public affirmed that the evasion is light. The official news of the public said that March 23 will be the world premiere of Volkswagen Touareg in Beijing, and the starting date is only 8 days away from 315, which makes consumers feel uncomfortable: "When the recall is started, is it really changed? ?". If the recall is not completed, it will be released urgently. Is it sincerity enough? Is this kind of fearless gesture determined that it will not lose consumers?
Facing the crisis What should the company do?
The so-called "heart-to-heart", in addition to the way people live with each other, is also the law of business and consumers.
What kind of service is used by enterprises, what kind of attitudes and reactions consumers will have.
In the face of the crisis, enterprises should give their first response to show their sincerity; in the corrective measures given, they should not choose to evade and should respond positively. In addition to timely responses, consumers need more protection and protection of consumer rights. Companies should deal with them in a timely manner, rather than delaying them.
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