Study Of Corporate Public Relations Crisis Chaos Consumer Environment

With the reinforcement of globalization, the enterprise's living environment is filled with increasing variables. These changes of Enterprise's living environment make the enterprise's consumer environment complex and nonlinear as characteristics of "chaos". Because chaotic consumer environment is more difficult to predict and respond than traditional consumer environment, so it is really hard for enterprises to make decisions in the new economic era, especially in terms of public relations crisis. In this paper, the author studies the public relations crisis under chaotic consumer environment and effectively integrates chaotic consumer environment with public relations crisis, which is based on the systematic analysis of complex and chaotic consumer environment faced by consumers in our country. This study shows that:on the one hand, the likelihood of the appearance of crisis will greatly increase in the context of chaotic consumer environment and any minor incident can cause great changes in the consumer environment and then brings horrible crisis to the enterprises; on the other hand, the chaotic consumer environment has put forward higher requirements for Crisis PR. The highly developed network makes it possible for a crisis to spread around the world less than a day and the public can also communicate with each other at the first time. As a result, we must quickly make the correct response to the crisis and prevent its further expansion and deterioration. In order to effectively solve the practical problems for enterprises, on the basis of previous studies, this paper constructed a Crisis PR-management model under chaotic consumer environment. The model not only provides effective solutions for the implementation of Crisis PR, but also perfects the existing crisis theory. Finally, this paper confirms the importance of the crisis PR in chaotic consumer environment with the Toyota-"Recalled gate" case.