Perspective: From The Samsung Refrigerator Blast Crisis Of Public Relations Recall Talking About

While South Korea's Samsung Electronic Recently announced earnings of 31 billion

dollars in the third quarter report, but the Samsung 40-year-old's birthday is hard to be happy, because it is involved in a vast scale the world's most popular refrigerator recall controversy, involving 21 million possible refrigerator.

China Development Strategy Studies and Professor Guan Yixin, vice president that, first and foremost a public relations problem than a crisis. "Crisis public relations" should not be the first place. At this time, simply come from the identification of the accident, the external location, instead of "crisis public relations" skills to major issues to minor ones, and free cover. Large enterprises, all that could have been existence for many years off, successful Everlasting Enterprises, a major PR but not by relying on a "when the honest people honest, do the old practical, there are strict requirements, strict organization and serious attitude, discipline, "as the content of the" three ranks the fourth serious "based on the front of the consumers.

First and foremost, Samsung, immediately after the explosion in the party organization recalled refrigerators, should be commended, and it is prudent and wise response.

Second, while the recall should be investigated as soon as possible in the end is the cause of the accident or due to technical constraints Service Attitude of neglect, from the root of the problem.

Third, other refrigerator manufacturers should also be attached to a warning.

Present, Samsung has not announced specific recall procedures, and how to deal with product recall, but including Seoul, Beijing, China including the voices of doubt consumers have started spreading, so that the quality and reputation has always been to put the highest position in the well-known enterprises in Korea since its inception into the biggest crisis of credibility.

The funds needed for the recall, Samsung announced yet. However, in 2004 Sony Recall of 340,000 TV sets, he had spent 1.8 billion yen (about 136 million yuan). Therefore, Samsung has also inevitably recall the cost of certain expenses.

A fuse triggered crisis

According to foreign media reports, October 10, Ky Road, Yongin South Korea Kyoto apartment in a 2006 annual output of 680 liters a Samsung Jiperu place signs on the refrigerator door refrigerator door flew off, leading the user home doors and windows by crushing loss.

Samsung survey, the refrigerant pipe frost refrigerator too much, the connection point heater leakage, making freezer vacuum canned Food Heat "explosion."

Because of security risks, Samsung Electronics on Oct. 29 announced that it would take refrigerator door Jiperu brand on the three-month voluntary recall of the measures, recall that by next Jan. 31. Batch recall of products related to March 2005 to June 2006 products are expected to total 2.1 million units.

According to CBN's knowledge, the explosion Samsung refrigerator is a "star" products, has received over 50 countries worldwide market share of the first performance of the domestic market share in South Korea ranked first among all year round. Department of the Chinese market

Samsung Yen Ying told CBN interviewer, add a fuse for the fridge can solve the problem.

Yan Ying also said that in South Korea to recall is "Samsung engineers telephone booking clients, and then add a fuse for the fridge. Specific countries may be different."

Products have been explosive precedent

Before the October 29, Samsung Electronics and down almost all day immersed in the company's 40th anniversary celebration held in the joy.

Samsung has just released the third quarter of fiscal 2009 report to Samsung are optimistic capital: report shows that its third quarter Sell A record amount, the profit is 3 times the same period last year.

Perspective: From The Samsung Refrigerator Blast Crisis Of Public Relations Recall Talking About

By: tianli

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