Enterprise Marketing Crisis Management Communication Research

September 2008 San Lu poisonous milk powder incident to the enterprise has sounded a wake-up call.Let people on the Chinese-made milk completely lost confidence.Also the entire dairy industry felt the advent of winter. Modern society for many enterprises to provide a spacious living space and a good development opportunities also enable enterprises in the increasingly fierce competition among them. Everyone in the disappearance of the brand and a sub-markets changing so that more and more people discovered that the pursuit of development in the enterprise there is also the daunting crisis.In particular, in recent years,the frequent crisis of corporate marketing and various failures of the crisis management work enables people to put more attention concentrated on the enterprise crisis management to communicate their work. Enterprise Marketing crisis management,As a modern business in a major key management tool, In today's society has become increasingly necessary.This theoretical research and case studies through a combination of scientific research methods,Communication in crisis management as an entry point.In the detailed analysis of the incentives of enterprise marketing crisis,crisis management,corporate marketing communications brief the working process,the proposed model of corporate marketing communications crisis management.Crisis management in the enterprise market,Create their own crisis management of the enterprise marketing communication model, Detail the enterprise crisis management in marketing communication process with stakeholders communication.Crisis management communications so that enterprises can be further improved. Finally I use San Lu poisonous milk powder incident with a detailed exposition of. Implement crisis management to corporate marketing.I believe that at this stage for effective crisis management,corporate marketing communications,need to do the following aspects of work:1,to strengthen communication with customers.Whether internal customers or external customers,is holding the principle of responsibility for effective communication, respect for their interests, patiently listening to their request to help them quickly solve the problem.2,to enhance communication with the media. Frank grasping the principles of effective communication media to enhance communication with the media, with the help of marketing power of the media to guide the development of crisis situations,coordinate the relationship between the parties as soon as possible to resolve the crisis of marketing.3,to strengthen communication with the supply chain.With the supply chain parties to communicate effectively to promote the enterprise with its stand by fair-weather, to live through the crisis.4,strengthening communication with the Government Grasping the principles of evidence-actively cooperate with the authority of the relevant government department for examination, using third-party authorities,in particular the strength of the Government when the company quickly out of the crisis.5,to enhance communication with the competitors.Advocating "competing," the spirit of dialogue with the competitors,to convey a level playing field for competitors,attitude and information.6,strengthen cooperation with other public communication.With other public power to enable enterprises to quickly defuse the crisis,turned the corner.