Research On Crisis Management Of Beverage Enterprises

In recent years, crises occurred frequently in the beverage industry of our country, such as the imported false red bull event of Red Bull, the headwaters portal event of Master Kong, the arsenic portal event of Nongfu Spring, the melamine event of Sanlu milk powder etc. These crises sparked extensive concern in the society again and again and brought tremendous damage to the whole beverage industry in terms of integrity. The capability of crisis management is low for most beverage enterprises in our country. If the enterprise couldn't treat appropriately when he met this kind of problems, it would damage the credit standing of the enterprise, even make it bankrupt and close down. In June 1st 2009, The Law on Food Safety of PRC brought into effect, and it put forward much higher requirements to the crisis management of the beverage enterprises.While the enterprises are few which can operate crisis management well and take a tense situation calmly. It has a realistic meaning to summarize the success experiences and failure lessons of the beverage enterprises'crisis management.The work of this thesis contains the following:First, comb the concepts of crisis and crisis management provided by both domestic and foreign scholars and give a general outline to the enterprises'crisis management.Second, select the influencial crisis examples of the beverage enterprises to analyze, and expand the concrete results to the general condition of the beverage enterprises in our country. Analyze both the sources and the reasons of the crisis. Inspect, analyze and predict the possible crises of the enterprise and prevent the forming and exploring of the crises. Treat, summarize and recover the crises after it occurring. Analyze the precaution before the crisis, the controlling in the crisis, the recovery after the crisis in the crisis management of beverage enterprises. Summarize the success experiences and the failure lessons when the beverage enterprises face the crisis.Third, draw a conclusion and make an expectation. Further to sum up the strategies which can be followed in the beverage enterprises'crisis management of our country, including the company integrity culture construction, social responsibility analysis and brand management in the process of precaution before the Beverage Enterprises meet crisis. Strategies mentioned in the thesis also include the specification of the press secretary mechanism, the functions of authentic experts, the tactics of lawsuit avoiding etc in the process of dealing the crisis. Provide what should be studied further in the future aiming to the shortcomings of this thesis.