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案例编号: MSL-0069
被浏览次数: 140 次
案例名称: 为什么用户不再热爱我?——百度“魏则西事件”始末
译名: Why DoConsumers Not LoveMe Any More?——The Event of “Wei Zexi”
案例作者: 张赛玉,王茜
作者单位: 中国科学技术大学管理学院
指导者:
译者:
背景单位名称: 百度公司
行业: 服务业
规模: 大型
案例涉及的职能领域: 综合管理部门
案例语种: 中文
案例长度(页): 16 页
案例类型: 描述型
中文关键词: 百度;魏则西事件;社会责任;危机应对
英文关键词: Baidu; “Wei Zexi” event; Enterprise social responsibility;Crisisdealing
中文摘要: 作为全球最大的中文搜索引擎公司,百度从创立至今取得了丰硕的成果,“百度一下”已经成为很多人的生活习惯。然而,近些年百度竞价排名体系、贴吧商业化等使其常处于舆论的漩涡中,今年5月份爆发的“魏则西事件”更是将百度推到了风口浪尖,经历“史上最强危机”,遭遇各方口诛笔伐,股价大跌。“魏则西事件”是企业社会责任和企业危机管理方面的典型,本案例对该事件发生的过程始末、公众的反应和百度采取的应对措施等进行了详细介绍,旨在启发学生、企业管理者对企业社会责任和危机应对问题的思考,并掌握相关的基本概念,以期对企业相关管理提供参考价值。
英文摘要: As the largest Chinese search engine in the world, Baiduhas achieved significant performance these years since the foundation, and “Baidu”has been widely used by Chinese cyber citizens. However, Baidu Paid Listingand the commercialization of Baidu Post Bar had put Baidu in a vortex of public condemning, “Wei Zexi” event which happened in May has pushedBaidu to the forefront, Baidu encountered lots of critic, and the stock price of Baidu encountered big decline. “Wei Zexi” eventis typical toenterprise social responsibility and crisis management. We introduced thebeginning and ends of event of “Wei Zexi”,the responses of public and the measures of Baidu detailed in the case, such as to inspire the student, the enterprise’s managers to think deeply on enterprise social responsibility and crisis management, and to master the basic concepts. We hope to provide reference value for related management of the enterprise.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2016
案例入库时间: 2017-01
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