Research On The Construction Of Automobile Enterprise Crisis Public Relations System

In recent years, Chinese automobile industries have been developing very well, with theinfrastructure constructed, the scale of real estate construction expanding and personalconsumer automobiles leading, both passenger and commercial vehicles, market share,enetrprise scale are all expanding year after year. However, the challenges and opportunitiesalways exist at the same time. With the enterprise scale expansion of automobilemanufacturing industries, the implementation of international strategy, the whole automobileindustry inevitably entered "an eventful year". Enterprises lack of proper organizationstructure to collect and deal with crisis information, so that it is very diiffcult for them toidentify and prevent the development of the crisis before the crisis outbreak. Many managersare lack of full understanding of the crisis，do not understand the principle and strategy ofcrisis public relations, all of which have become the main reasons during the crisis outbreak.Therefore, the structure of automobile enetrprise crisis public relations system is verynecessary.This article is on the basis of crisis and crisis public relations theory, combined with theautomobile enetrprise development strategy and industry characteristics, analyses the currentsituation of the development of Chinese automobile enetrprises and crisis public relations,summarizes the types of automobile enetrprises common crisis and relative strategies, andanalyzes the reasons according to strategies and results against the crisis of the differentenetrprises. Facing the coming crisis，when enterprises carry out different measures, theresults will also be quite different. Some enetrprises which are lack of a sense of crisis，andwhose measures are careless may be in the passive position during the crisis，while thoseenetrprises which have great sense of crisis public relations and can use the crisis publicrelations freely, often can control the situation in the crisis and reduce the loss. Therefore，it is indispensable to establish the perfect system of crisis public relations in the enetrprise. Isuggest that the enetrprises should establish the system of crisis public relations in the crisisidentiifcation, early warning, monitoring, response, rehabilitation and other aspects, andmaintain the system security in the organization, system and resources aspects, so as toachieve the goal of avoiding crisis, harm reduction, eliminating the influence, restoring thereputation for the enetrprise. The study of this article will provide a useful reference forestablishing the perfect system of crisis public relations for the enterprises.