如何让道歉成为危机处理的利器——基于克利费尔道歉4R模式的分析

被冒犯、被伤害形成的怨恨、矛盾与冲突是导致危机的重要因素，消除这些因素的重要途径是道歉，以满足双方尤其是被冒犯方受损的情感需求，修复被破坏的关系而化解危机。但道歉也是一柄双刃剑，只有好的道歉才可能成为危机处理的利器。为什么道歉能化解危机？如何道歉才能有效化解危机？危机管理视野下对道歉概念、动机与作用机理进行分析，运用克利费尔提出的4R模式对两个危机案例中道歉进行比较研究，从示悔意、担责任、表决心与做补救四步骤中为危机情境中的道歉提供一个可操作的框架。

How to Make Apology a Useful Tool in Crisis Management:Analysis Based on Kleefeld's Apology 4R Model

Resentment,contradiction and conflict caused by being offended and injured are important factors leading to crisis,and the important way to eliminate these factors is to apologize in order to meet the damaged emotional needs of both sides,especially the offended party.However,apology is also a double-edged sword,and only a good apology can become a useful tool in crisis management.Why does an apology defuse a crisis? And how can apologies be effective in resolving the crisis? This paper analyzes the concept,motivation and mechanism of apology from the perspective of crisis management,and makes a comparative study of apology in two crisis cases by using the 4R model proposed by Kleefeld.An operational framework is provided,which includes four steps:repentance,responsibility,determination and remediation.