在1984年台灣非酒精飲料業曾爆發沙士含有致癌黃樟素危機，是台灣非酒精飲料業史上第一個危機事件，當時涉及七家生產沙士產品的飲料公司，而2011年5月又爆發塑化劑危機，造成部分食品、果汁及運動飲料銷量大幅衰退。回顧全球歷史上發生的危機事件，每一個企業都可能隨時面臨危機的考驗與挑戰，因此危機管理成為當前重要課題之一。本研究目的在瞭解台灣非酒精飲料業危機管理的成功之道，透過個案黑松公司對沙士含有黃樟素的危機處理，分析其危機處理步驟，並以歷史上最具代表性的危機管理成功案例─嬌生公司的Tylenol中毒危機做探討，因嬌生公司的處理步驟成為學者認同的危機管理理論，故本研究以此理論作為分析黑松公司危機處理步驟是否成功之驗證方式。並回顧歷史上危機處理失敗的個案，從這些危機處理成功與失敗的個案中發現，不論企業規模大小、產品類別及國家都可能面臨各種不同的危機事件，有些可以將危機化為轉機，有些則因管理者的經營策略失誤導致危機的擴大，或事發當時未能即時妥善管理危機，即使危機落幕，企業的聲譽也難以回復。因此借鏡這些歷史上的經典個案找出克服危機的鑰匙，也提供台灣企業於危機發生時應對策略之參考。In 1984, Taiwan non-alcoholic beverage industries broke out crisis of root beer containing carcinogen safrole. It is 1st crisis for Taiwan non-alcoholic beverage industries. At that time, there are seven drinks companies involved to produce questioned root beer. Plasticizer crisis in May 2011 was exploded again to bump this industry. It is caused significant sale declinations of food, juice and sports drinks. Recalling crisis events in the history of the world, every enterprise subject to face the ordeal and challenges of unexpected crisis, crisis management has become one of the important topics.This theorem proposes to understand the successful case of crisis management in Taiwan non-alcoholic beverage industry. According to Hey Song’s root beer containing safrole case, to analyze their crisis management processes. Johnson & Johnson’s Tylenol tampering crisis, the most representatively successful crisis management case is cited as investigation reference. Due to Johnson & Johnson crisis management procedures are identified as crisis management theory by academic circles, this theorem refers to this theory investigating the result of Hey Song crisis management.Moreover, comparing with failure cases, we could find out no matter enterprise size, product categories and countries, all kinds of units have chance to meet different crisis events. However, some ones turn the miscue into an opportunity, the others led to expansion of the crisis and non-recoverable damage of enterprise reputation because wrong managers’ strategy and lack of immediately and properly crisis management. Finally, learnt from the classical cases to find out the key to overcome crisis and provide Taiwan enterprise strategy reference of crisis happened.
