Research On The Mechanism And Countermeasures Of Enterprise Reputation Crisis

In recent years,enterprise reputation crisis(ERC) involved with product,service, financial etc broke out frequently.Whether a correct understanding of the crisis can be established and the reasonable strategy can be implemented will directly affect the survival of enterprise.Therefore,how to identify and analyze the essence and mechanism of ERC and develop the effective management measures has become a very important issue for every enterprise.This thesis summarized the precedent studies on enterprise reputation crisis and proposed a new pattern of scientific recognition and effect management for ERC.The thesis is divided into seven parts.Part 1 gives a brief introduction on the research background,research methods,innovative points etc.Part 2 is literature review which introduces and summarizes the precedent studies on the similar topic.Part 3 is the mechanism analysis of enterprise reputation crisis,Part 4 focuses on the long term strategy to deal with the crisis while Part 5 and Part 6 focuses on the short term strategy where early warning and crisis public relations are selected as two of the most important aspects.Part 7 is the summary and conclusion of the whole thesis which also points out the disadvantages of the study and some issues left to be resolved in the future research.The main research findings of this study can be summarized as follows.Firstly,a comprehensive investigation to the essence and rules of ERC from three different aspects is conducted.Secondly,an overall system structure for the total management of enterprise reputation crisis is described,including the construction of enterprise culture, emergency plan,organizational framework and management process.Thirdly,three different ways to perform early warning of ERC:signal identification,integrated evaluation and web mining are demonstrated and the specific strategies for internal and external crisis public relations are illustrated besides the introduction of the general principle and implementation process of crisis public relations.