Reseach On The Communications During The Enterprise Crisis Management

Enterprise crisis has occurred frequently in enterprise home and abroad recent years, the experts,academics and business managers have become concerned about the research on enterprise crisis increasingly. Enterprise crisis often occurred in some industries such as food industry and pharmaceutical industry. Many crises have occurred in these sectors: Nanjing Guan Sheng Yuan, "Chen Xian mooncake incident", U.S. GSK "Contac storm", Roche, "Duffy storm", Solomon calcium "hydrogen peroxide" incident, Kentucky Fried Chicken "in connection Sudan", Bright Dairy "milk back to the incident," Nestle milk powder "excessive iodine," beer "formaldehyde storm," Merck "Vioxx recall the incident" and so on. Some businesses can survive, but some companies are unable to recover after the crisis. A number of factors can effect the result of crisis management, while the crisis communication plays a very important role. Crisis communication influences the outcome of crisis management directly.This paper focuses on the research of crisis communication during the enterprise crisis management, considering the basic elements of communication and crisis communication specificity, defining the concept of stakeholders in the crisis communications, constructing the model of enterprise crisis communication. The model focused on the crisis communications barriers - rumors, and communication. The definition of stakeholders is only for this article. In reality, the definition of crisis communication is different, depends on the nature and scale of the enterprises. To illustrate how the model performance in the real world, the paper uses the MATLAB software to simulate. In order to combine the model and MATLAB, this paper selected the amount of information as the bridge, after simulation found that the amount of information can be used as the connection point in the model simulation. Then the model was further simulation for two times, after comparison of two simulation results found: choosing the right communication method has a positive impact on crisis management, while the emergence of rumors in crisis communication has a negative effect on crisis management. This shows that communication and rumors have an important impact on the crisis management, and further verified the validity of the model.