Analysis Of Corpration's Crisis Communication To The Public When Meeting With Product Crisis

We live in an age of turbulence, and it seems that crisis has been a part of our lives. Coca Cola's Belgian crisis, Sanlu's toxic baby milk scandal, Toyota vehicle crisis and so on, the list can never be finished. On the one hand, the public pay great attention to these crises, because they are closely related to their interests. The point is that they will care much more about how government or corporations react to these crises. Just like there is no general who can always win the battle, there is no corporation who can always be plain sailing in business crises battles.Along with the corporation's development, crisis is unavoidable. If a corporation can not communicate with its consumers properly during the crisis, it will lose its customers'support and face with unexpected disasters, even collapse in a crisis. Sanlu is a vivid example. China develops very fast these years, so do the local companies. They will inevitably encounter with product crisis, so it is critical for them to know more about how to retain its consumers and survive the crisis.Therefore, this paper aims to analyze how corporations should respond to product crisis from the perspective of communication with its consumers. The method applied is case analysis and the significance is that this paper will combine the theory of crisis communication and that of communication and it will be a reference to Chinese domestic corporations running into product crisis.