利益相關(guān)者案例分析 Case Study

1、CASE STUDY: STAKEHOLDERIdentify different stakeholders of JingdongCompany IntroductionJingdong is a multinational business-to-customer corporation. In May 2014, Jingdong Group was officially listed on the Nasdaq Stock Exchange in the United States. It is the first large -scale integrated e-commerce

2、platform successfully listed in the United States in China.Possible Stakeholders & EffectInternal stakeholders:Managers and employees: The CEO, Liu Qiangdong and other managers and employees are internal stakeholders because they are directly involved in developing the company.Connected stakeholders

3、:Shareholders: People holding shares of Jingdong company enjoy dividends and have power over company, and they care about the shareholder wealth increasing and could sell shares when unsatisfied.Bankers: Bankers provide loans to company and care about the company to ensure the security of loans, the

4、y can pose a threat when they deny providing credit or increase interest charges.Suppliers: Supplies like Medea provide marketable goods, they wish profitable sales and long-term relationship.Customers: Customers are the fundamental source of profits, who wish get goods as promised and future benefi

5、ts. They could easily buy goods elsewhere, so how to attract them is an important problem.External stakeholdersGovernment: The government can formulate relevant laws, regulations and policies to regulate the development of e-commerce.Interest/pressure groups: Social media plays an important role in

6、conducting propaganda and maintain the image of company.One of the most important stakeholders: Social mediaGeneral analysisLevel cl inlefifrstLowHighIn Mendelow matrix, social media might fall into segment B. Social media do not have great ability to influence strategy, but their views can be impor

7、tant in influencing more powerful stakeholders, perhaps by lobbying. They should therefore be kept informed.Social media, a kind of pressure group, is both beneficial and harmful for enterprises. It can enhance brand awareness, reputation and customer loyalty, but at the same time, it may make enter

8、prises notorious in a short time and lose the trust and love of all customers.how to utilize the beneficial effectIn normal timesEnterprises should actively express internal values and product information through social media to promote the acquisition, activation and retain of consumers.Through adv

9、ertising and publicity, we can maintain the relationship with customers in the social media industry and build a harmonious and smooth communication channel with the mass media.By exposing the vivid image of enterprise managers, enterprise image can be created and the goodwill be improved.Enterprise

10、s can also attract talented and qualified people by publishing books and publications on corporate culture and organizational realization.In public relations crisisIn PR crisis, we need to keep social media satisfied and count on them to help company get through crisis.If the media relationship is w

11、ell maintained in normal time, the information of image rescue will be more smoothly conveyed, and the report about company will be more objective in the context of public relations crisis. All these will help enterprises to stand firm in the public relations crisis and control the development of the situation.3.3 SummarySocial media can be important in influencing more powerful stakeholders, by reporting and express the information of company. So in normal time, they should be kept informe