The Research On Crisis Communication Strategies Between Enterprises And Stakeholders

The thesis takes crisis development stages, stakeholders, crisis communication strategies and effect of crisis communication as four key words of the theory frame. Four typical cases is selected: Mcdonalds(China)"the potato strip disturbance", Giant Energy Calcium "the hydrogen peroxide event", beer industry "the formaldehyde gate" and Johnson & Johnson"the Tylenol crisis". Via each case description and analysis and many cases comparative analysis, the author attempts to seek out the experiences and lessons of food and drug enterprises that have underwent product crises, let others avoid making the same mistakes and make preparations for the following academic researches on crisis communication.By analysis, the study draws certain conclusions as follows:1,The crisis communication mechanism is essential for an enterprise to overcome a crisis.2,The crisis communication of recovery plays an important role in crisis management.3,The loyal customers are important communication target ,which are helpful for a company to restore to regulation.4,The enterprise values have great influence on the formulation and choice of crisis communication strategies.5,The improvement strategy is powerful for gaining the trust of consumers.6,Raising a new issue is efficient to communicate with the media in a crisis.7,Taking advantage of the third part such as governments and guilds is very effective to overcome a crisis.8,Catering for the stakeholders'benefits and needs involved in a crisis is basic for a company to get profit from them in a crisis.