Crisis Public Relations Research In The Application Of China's Auto Sales Industry

Along with the Chinese economy development, more and more Chinese families own their private cars. The private cars are not luxury goods anymore, but have become to"the daily necessity". But to buy a private car is still a heavy burden for most Chinese family, it would occupy many year's savings, at the same time, the private car is not a investment such as real estate, it's pure expense, therefore the consumer would watch his steps in and sensitive to every information about private cars.At the same time, the transnational automobile company regards as the Chinese market the fertile soil which has not been completely developed. Along with increase of competitors, the expected value to the automobile product of Chinese consumer being gradually high. The media in order to satisfy the demand of Chinese public to the auto information makes report to be sharp, to be original. Therefore if automobile producer do anything wrong, he would receive the special attention from the public as well as incisive report from the media, the event may be transform to the crisis rapidly, will cause the damage to prestige and the image of producer.But author discovered in the practical work that, many automobile manufacturer including transnational company such as TOYOTA, Mercedes ,HONDA and Volkswagen are not prepare for crisis public relationship yet. Since 2002, in the Chinese annual ten crisis public relationship case, the automobile company occupied 5 of it, most of them is defeated case. Because of the defeat in the crisis public relationship, automobile company becomes disreputable.This article attempts to solve this problem, try to make a kit to help automobile producer to establish a crisis defense system, promotes the anti-crisis ability.This article plans to divide the information into five parts, in the first part I will describe the auto market of China, in the second part, author attempts present the crisis public relationship research results from domestic and foreign, and try to propose the solution to the question from the theory angle. In the third part of content, the author has selected some influential crisis public relationship case to make a analysis. The fourth part of content is this article's core content, what to do when crisis happen in view of the consumer, the media, the public, the social public welfare and so on. The fifth part is next step research direction of author, how to prevent a crisis PR and even create a crisis to make use of it.