Based On The Perspective Of Corporate Social Responsibility Of Product Damage Crisis Management Research

In the modern society, the global integration has become more and more obvious, the product of the enterprise with science and technology developed also sales abroad. It comes up with higher request to our enterprise that intense and changeable competitive environment. The crisis has quietly come, expanding sales at the same time. Recent years, it always happened product-harm crisis in large-scale enterprise, such as Bright dairy industry recovery with milk, Haagen-dazs bathroom door, KFC Sudan red and McDonald’s use expired food. These crisis contact to people’s daily life. We always see the product-harm crisis in various kinds of median, including state-owned enterprise, multinational corporation and growing private enterprise. They not only realize the crisis’s university and destructiveness, but also build the sense of crisis’s management.In the face of constant crisis, more and more entrepreneurs realize enterprise in the role of the society that can be a social contribution type, also can be social steal type; can be environmental protection type, also can be the environment destructor; can be kind warm type, also can be heartless cold type. Enterprises in the ethical aspects of attitude, directly reflects the company’s core values and corporate social responsibility. Speaking of the enterprise crisis is both opportunities and challenges. Usually, enterprise at this time need is not social public attention, but the torsion reputation damaged unfavorable situation. At this time, on the one hand, both of the enterprise’s reputation and brand assets is facing great challenges, rationality of the existence of the enterprise by social public questioned; But on the other hand, due to the expansion of consensus effect, the enterprise’s popularity has also surprising increasingly. Therefore, the enterprises do not need to put the crisis as a disaster. If it could turn the corner, it will seize the opportunity. If the enterprise can through the appropriate way to put a responsible enterprise image transfer out and establish or consolidated, make enterprise’s reputation restoration even ascend, so enterprise can turn the corner, change crisis opportunity, which will bring about the image of the organization have the ascent of the whole role.This paper research in the background that in recent years product-harm crisis frequent events, such as the light down milk, McDonald’s sales expired food, and shocked the national SanLu melamine incident, not only to consumers caused serious influence, but also weaken the consumer to enterprise’s confidence, also to the enterprise created a lot of negative effects. This paper is on the one hand to product-harm crisis case analysis of empirical research complement; On the other hand, is to supplement the content of products-harm crisis research. the purpose of the research is to analysis the connotation of product damage crisis, then through the analysis of the typical case, find the right products hurt crisis coping strategies, from the actual operation level to solve problems for the enterprise to provide a reference; Thirdly, it proposes that the product injury crisis management mechanism, for enterprises in the aspects of construction to provide the reference. This article uses the specific method is more cases analysis method, a total of three typical cases were selected, respectively is nestle milk powder iodine overweight events, overlord shampoo suspected cancer-causing events and Bausch embellish Ming nursing liquid suspected cause blindness event. Based on the case study, one is for enterprise how to deal with product injury crisis to provide more specific method; The second is for later enterprise to provide the reference products-harm crisis.Then this is the key part. Firstly, this paper introduces in the process of case screening principle, respectively is timeliness, universality, reputation, consistency and diversity. Secondly, this paper introduces the three typical cases, namely nestle milk powder iodine overweight events, overlord shampoo suspected cancer-causing events and Bausch embellish Ming nursing liquid suspected cause blindness event background material, summarizes typical product injury crisis the common features of cases, namely, sudden, focusing and urgency. Secondly, this paper is based on the perspective of the enterprise ethics, according to the life cycle theory of crisis to differentiate case, according to the standard grading detailed analysis of case. Crisis life cycle a total of three stages, namely, the outbreak of the crisis period, processing period and reflection period. In the analysis process, there is worth the affirmation place, also has shortcomings, in each period of end have evaluation analysis. Finally, according to the crisis of Coombs puts forward strategy theory as the theoretical foundation, further combined with typical cases happened products hurt crisis measures taken by the enterprise, according to the analysis of the actual situation puts forward a suitable product injury crisis coping strategies, a total of deny, interpretation, rationalization, please and remedy and5kinds of strategy, namely, deny, interpretation, rationalization, please and remedy. Each kind of strategy has specific methods and interpretation.The fourth chapter is based on the social responsibility of the enterprise product injury crisis management mechanism analysis and implementation. This part is according to the actual case deficiency, and put forward the domestic enterprises in the construction of the system of management. From the management mechanism of the composition and process two angles to study the product injury crisis management mechanism. The next to research products hurt crisis management system implementation, including countermeasures and processing program and how to communicate effectively in crisis in two aspects.