Study On Crisis Causes Based On Rheological Character Of Enterprise

The studies on the enterprise crisis causes are hot in the research field of enterprise crisis management. Now the academic circles approach the cause of enterprise crisis mainly from the macroscopic and microscopic angles. The analysis from the macroscopic view is based on the organization and systematology view, and its typical standpoints include the explanation based on "organic organization" and "self-organized" attributions. The studies from the microscopic angle explain the cause mainly at the light of strategic management, human resource management and operations management. All the studies explain the cause of crisis to some extent, but there hasn't become a whole theoretical system as many different arguments from different research views.The paper explains the cause of enterprise crisis in the first time by bringing the thought and methodology of rheology into the enterprise crisis management field. The paper approaches causes of enterprise crisis organization, taking a perspective of rheological character of enterprise. The research from the organizational side presents the concept of organization elasticity and stickiness proceeding from the enterprise rheolgical characteristics. Then the paper derives the mechanism how elasticity and stickiness affect the enterprise crisis in different speed and different intensity of environments by analyzing the relationship between organization variable and elasticity and stickiness, and building the mathematical analysis model of crisis emerging. The results show that the main cause producing crisis for an enterprise is the high elasticity and low stickiness in the process of adapting itself to the changeable environment, which affects differently as the rate and intensity of external environment change. What's more, the cause and type of crisis have some law in different development stages of enterprise ecosystem.Finally, the study compares organization rheolgical characteristics of JS Group in motorcycle industry before and after conquering the marketing crisis, and the main results of this study are tested, which also expands the study's practical significance.