Enlightenment Of "Broken Window Effect" On Enterprise Management

The so-called "broken window effect" is a kind of understanding about the environment's suggestive or inductive influence on people's psychology. American psychologist Jabaron took the two identical cars of A and B, and did the following experiments: the A car was kept intact in the orderly middle class community, the B car took off the license plates, opened the ceiling, and parked in the relatively disordered streets to observe its changes; it turned out that the A car was still intact after a week, and the B car was stolen in less than a day. Then he broke the A car into a piece of glass and disappeared only a few hours later.

Based on this experiment, American scholar Wilson and Kirin put forward the "broken window effect": if a piece of glass in a building is broken by people, but not repaired in time, people who see broken windows may be exposed to some suggestive connivance to break up more glass, and these broken windows will cause people a psychological disorder of disorder, disorder and indifference, which can induce the breeding and spreading of criminal behavior and destroy the social order. Although the "broken window effect" is mainly based on the thinking and behavior of social crime, its reason is also true for all walks of life in society. Once a bad environmental factor arises, it will produce a considerable degree of suggestive and inducement to people in psychology. If we do not take measures to repair the "first broken glass window" in time, it will inevitably lead to more problems and even lead to serious crises. As a matter of fact, there is a certain herd mentality in the real society. There are a number of habits of parting, ignoring good or evil and blindly following the example. The so-called "three men become tiger", "Zeng Ying kill" and "lie repeatedly one thousand times is truth" and "wall pushing everyone pushing" and so on.

For enterprise management, the hidden danger of "broken windows" also exists all the time. Therefore, the "broken windows" effect on enterprise image building, crisis management, enterprise culture construction, and market. Marketing It has important and positive inspiration and significance in many aspects.

　　 Timely crisis management

Corporate image is an extremely valuable intangible asset of an enterprise. It is an important embodiment of the core concepts of corporate social responsibility consciousness and so on. enterprise The overall impression, evaluation, popularity and brand reputation in the public and enterprise employees are of great value to the economic interests and development of enterprises. Therefore, enterprises must pay great attention to shaping and maintaining a good image of the enterprises in the public, creating good product brands and service brands, taking seriously, timely feedback to customers' opinions, complaints, prosecuting and suggestions. Once we find "broken windows", we should take crisis management measures to avoid the "broken Windows Effect". Otherwise, enterprises will inevitably pay a heavy price for the "broken windows effect".

In this regard, some enterprises in China have a painful lesson. As a group of three famous private enterprises in Hong Kong and Hong Kong, they were disregarded when faced with a customer who brought their products to court. They failed to repair the broken windows in time. As a result, they lost their lawsuit in the first instance. After the media coverage, consumers all over the country thought their products were poisonous, and their reputation and image were destroyed for a while. market Sharp shrinkage. Despite three positive remedies, the final appeal was successful, but it was too late. The three cases suffered billions of dollars in damages due to the lawsuit. The original market has lost most of it and can no longer afford to return to the sky.

In view of the harm caused by the "broken window effect", many excellent enterprises in the world attach great importance to it. Sometimes, when problems arise, they will take all the actions taken to recover the products concerned so as to show the sense of corporate social responsibility. For example, Johnson, Coca-Cola, Dai le and other companies have recruited their products on a large scale when they have credibility crisis. They should communicate with the public through the means of public relations such as holding press conferences, so as to clarify the misunderstanding and get the general trust and sympathy of the public.

　 Guard against "broken windows" from the perspective of communication

From the perspective of market communication, the impact of dissatisfied customers is usually far greater than that of satisfied customers. For example, the survey data of the American Marketing Association show that the number of 1 satisfied customers is 6, while the number of dissatisfied customers is 15. There is a formula in marketing: 100-1=0, which shows that even if 100 customers are satisfied with the enterprise, the brand reputation of the enterprise will turn to zero as long as 1 customers are dissatisfied. {page_break}
 

In fact, in the market, once the quality of a product has problems, it often causes customers and the market to doubt the quality of all the products of the enterprise. The fraud of a certain enterprise will even bring widespread distrust to the whole industry; false advertising campaigns of some enterprises will lead to the general distrust of all media advertisements by the public. At the beginning of September 2001, CCTV disclosed the curtain of the moon cake made of old stuffed Nanjing Crown Garden. After the incident was exposed, the company refused to admit that it was a common practice in the industry to make use of the old method of making moon cakes. It seriously worsened the situation. This led to a consumer's unprecedented trust crisis in the moon cake industry. Subscribers returned goods in a row. Nanjing Guan Sheng Yuan applied for bankruptcy 7 months later. This is evident from the serious crisis caused by the "broken windows" effect on the industry. In order to prevent such industry "broken windows effect", enterprises should pay close attention to the interests of consumers from the perspective of communication and beyond the scope of the vast market of enterprises. They should talk about good faith, create unique brand products and service brands of enterprises, and establish and maintain a good moral image in the industry and the whole society.

　　 On the management of corporate culture

Corporate culture management can be generally divided into three levels, namely, the concept level, the system level and the artifact level. We should guard against the "broken window effect" from these three levels. At the conceptual level, we should adhere to the core concepts and basic principles of enterprises, establish a strong sense of crisis, and never tolerate or connive at the principled problems that violate the values of enterprises. We must deal with them seriously, because "a thousand miles of levees collapse in the ant's cave", and the little mistakes in ideological principles are fundamental because they are often influenced by the consequences. If a company in the United States seldom fired staff, but when an old employee was found to unload the safety board in order to improve efficiency, he was dismissed on the second day, because the company thought that its behavior was not a common mistake, but violated the principle of safety as the soul of the company.

In the formulation and implementation of management rules and regulations or codes of conduct, we must also be strict, reasonable and strict in operation, so as to prevent loopholes from being available and pay attention to leak detection. When implementing, we must uphold principles, treat each other equally, do not set precedents, and ensure the authority and binding force of rules and regulations. At the same time, attention should be paid to the prevention of the destructive substitution effect of the latent rules on the rules. In fact, the inundation of the latent rules is an important reason for the current social corruption in China. Therefore, special attention should be paid to it. In addition, the new rules made by enterprises for innovation should be strictly enforced, and disciplinary actions against violations should be severely punished. If violations can not be effectively stopped, people will follow suit and lead to the new rules being nominal.

In the construction of corporate etiquette and etiquette, the "broken window effect" can not be ignored either. At present, our citizens are not civilized enough to behave in some manners, such as spitting, littering or queuing, which may bring adverse effects when dealing with foreign enterprises or consumers. As the details of the external environment, products, equipment and so on embodied in the corporate culture artifact level, it should also reflect the cultural characteristics and features of the enterprise's ideas and rules, and pay attention to eliminate the "broken windows" that may induce people to have bad impression on the enterprises, so as to establish and maintain a good image of the enterprises in the public.

　　 Beware of network information amplification effect

The Internet and modern information and communication technology have provided the information superhighway for human beings. At the same time, they also provide the enterprise with the opportunity of super amplification of information. The positive and positive information of enterprises to consumers, employees or shareholders can be widely disseminated through the Internet, which helps to create the image of the enterprise. However, once a company has "broken windows" negative news, it will also rapidly spread across the world through the Internet, and the speed and scope of its spread are all unmatched by all other media. At present, the number of Internet users in China has exceeded 200 million, which has a huge audience in the market. Therefore, contemporary enterprises should pay more attention to their brand image in all aspects. Managers should also be cautious and prudent. {page_break}
 

Otherwise, an inappropriate speech will spread widely through the Internet, which will bring damage to the image of enterprises and individuals. For example, after the 5.12 earthquake in Sichuan, in view of the netizens' doubts about the donation of Vanke, the comments made by Vanke boss Wang Shi on his blog have caused widespread dissatisfaction among the people including Vanke employees, and many netizens have been criticized and punished for their remarks. A few days later, Wang Shi began to realize the seriousness of the situation and finally apologized to the outside world. This is Wang Shi's timely remedy for the "broken window". But if he had been prudent in his donation and speech on the basis of humanism, this trust crisis could have been avoided.

　　 Active communication should be made when broken windows appear.

Because of the influence of Chinese traditional culture and moral tradition, many managers of our country are accustomed to pursuing "silent and golden", "no comment" and "I am good" in the face of crisis. They are unwilling to make necessary communication and interpretation with the outside world. This practice is reasonable in personal moral cultivation, but it is very inappropriate for enterprises that need to maintain close ties with the public. It often leads to all kinds of suspicion, misunderstanding and even rumors. Individual competitors may also attack, leading to the damage of the reputation and image of the enterprise, which will bring serious adverse effects to the development of enterprises. Therefore, when the "broken window" crisis occurs, enterprises should actively communicate with the outside world at the first time, and sincerely show the attitude, beliefs and opinions of the enterprises, and do not give all kinds of rumors to spread the opportunity to eliminate possible misunderstandings. If the mistake is really on the side of the enterprise, the enterprise should actively and actively confess and apologize, and strive to win the trust and understanding of the vast number of consumers and public opinion. If the problem remains to be investigated or wrong, it is also necessary to speak the truth in a responsible manner, so as to show the company's integrity and social responsibility towards the broad masses of consumers, and regard the crisis as an opportunity for enterprises to show loyalty to their customers and further expand their reputation. Of course, the public relations measures in the face of crisis must be sincere and can not deceive themselves. Otherwise, once the Western mirror is broken, it will only exacerbate the crisis, and will lead to people's permanent mistrust of the enterprise.