Approximately one week after Kumho Tire's Tianjin plant was suspected of violating the use of a large number of back-gluing incidents, Kim Jong-eun, president of Kumho Tire, and Lee Han-ho, president of China, formally apologized on CCTV’s “Consumption Proposal†program and announced that it will “determine the shortest time possible. Kumho Tire (Tianjin) Co., Ltd. did not apply for a recall after the product range was produced according to the company's internal standards." Some experts said that if Kumho Tire is recalled, it will start the recall of domestic auto parts manufacturers.
From the CCTV report seriously questioned, arguing that "simple by adding a different amount of rubber material in the video to determine the illegal operation of our company is not accurate," and then publicly apologized in the CCTV program, and "this report to the Our Kumho Tire's re-examination of its own opportunities "represents "gratitude and respect." Within a few days, Kumho Tire's change is undoubtedly 180 degrees. If you are sincere or willing to give in, the Kyouho Tire apologizes for its sincerity index. The public will not be able to make judgments at 1:30. But what is certain is that this apology must be forced by strong public pressure. Pick up consumer confidence and launch a media PR.
Some people compare the tires in cars to melamine in milk powder because the quality of the tires is directly related to the safety of consumers. The fact that Kumho Tire was exposed to a large number of violations of the use of recycled rubber is due to the fact that its internal investigation shows that it exists only in the Tianjin factory. Whether or not only a few management supervisors are neglecting to perform their duties has caused the public to still paint a big one. question mark. It should be noted that there have been many complaints from consumers regarding the quality of Kumho's tires. In 2009, it was criticized by the General Administration of Quality Supervision, Inspection and Quarantine. Is the Kumho Tire's problem really confined to the case that was exposed by CCTV?
Due to the need for crisis public relations, the announcement of the recall of some problem tires may create a precedent for a tire recall; however, “doing it†is only to demonstrate a necessary posture; “doing well†requires real respect for the interests of consumers. If such a precedent is at best a "show", its significance is very small. The recall of crisis public relations means that it is bound to recover the greatest benefit with the minimum loss; therefore, for Kumho Tire’s announcement of recall, the public does not look for commitments but only watch actions.
In fact, how to start the recall, Kumho Tire did not have a specific statement in the statement. If you determine the number of illegal batches that were recalled, not only will Kumho Tires be the finalists of your own account, but will also be based solely on the CCTV exposure material, limited to the exposure of the factory and the period of exposure, so we can only say that the CCTV reporter’s The efficiency of supervision is too high—the time and place of illegal production has caused him to happen to touch. In addition, companies are strictly producing according to the standards.
What's sad is that since the quality problems of Kumho Tire were exposed, in addition to the two rounds of response of the company turning 180 degrees back and forth, no quality inspection authorities have ever given any survey results. If the investigation of non-compliance issues and the determination of recall batches are all about the company’s self-talk, but not with the laws and regulations, it has nothing to do with the law enforcement agencies, and the interests of consumers want to be effectively maintained.
Crisis public relations are temporary. Recalling tires is limited. Coping with public opinion can be perfunctory. It is unrealistic to expect the media to expose companies from the point of view of one exposure. Public rights supervision can not keep up, punishment can not keep up, law enforcement efficiency can not keep up, since the exposure is not the first time Kumho tires, I am afraid it will not be the last time. Just as the production of fake and shoddy goods should not be a matter of recalling itself after the incident, the same is true of car tires that are directly related to consumer life safety.
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