企业声誉的话语性修复——基于海底捞公开话语的案例研究

公开发布致歉信及事件处理方案已经成为企业在危机中即时修复声誉的常见做法，但并非所有的话语都能实现预期的声誉修复目标。鉴于此，文章将声誉管理和话语分析相结合，对2017年海底捞在后厨卫生危机后第一时间发布的致歉信及处理通报进行话语分析，详细探讨及时、准确的话语如何帮助企业在较短时间内实现声誉的初步修复。案例分析表明，公开话语的语篇、概念及人际三大元功能与声誉修复过程中的问题识别、解决方案及关系调节存在侧重性对应关系，通过准确表述、传达企业的态度、行动及持续改进能力来改变利益相关者的负面看法，从而实现企业声誉表层与实质修复的结合。基于这些发现，文章提出企业声誉的话语性修复模型，该模型有助于探索、理解危机中企业声誉的修复过程，并在实践上为企业声誉管理、组织沟通提供借鉴。

Organizational Discourse and Reputation Repair：A Case Study on the Public Statements of Haidilao

It has become a common practice for firms to release apology letters and announcements after reputation damage, but not all such public discourses lead to expected reputation repair. This paper, integrating reputation management with discourse analysis, conducts discourse analysis to the apology letter and the handling announcement by Haidilao Hotpot Restaurant after its sanitation crisis in 2017, and thus explores and elucidates how discourse is employed to repair corporate reputation. The case study shows that the three metafunctions of discourse, that is, textual, ideational and interpersonal functions, respectively promote the recognition of problem, presentation of problem solution and the mitigation of stakeholder relationship, thus changing the stakeholders' negative perception against the firm. The discourse combines superficial and substantive reputation repair in the communicative process. Such findings enrich our understanding about the discourse-based reputation repair, and present suggestions for corporate reputation management and organizational communication.