Study On The Credibility Crisis Management Of China’s Dairy Enterprises

In recent years, with China’s economic development and social progress, people takehealthy diet as a much more important issue. Dairy products as nutrient-rich and easilyabsorbed food are welcomed by the public; many dairy enterprises also develop different milkproducts to meet the specific needs of people.Along with the rapid development of China’s dairy industry at the same time, however,China’s dairy industry has frequent crisis. Sanlu, bright, which were once in the forefront ofthe domestic dairy industry enterprises have been exposed by media due to product qualityproblems. The sudden outbreak of the credibility crisis in the dairy industry, not only reflectsthe lack of social responsibility of the dairy industry including certain problems of dairysafety regulations, but also reflects the problems of China’s dairy industry crisis warningmechanism. Some of the dairy industry is helpless in the face of crisis because of the lack ofscientific crisis coping strategies, they can not face the crisis correctly and defuse it, whicheventually honorary doomed and withdraw the stage of history.This article point out the causes and hazards of the dairy enterprise credibility crisis.Build corporate reputation crisis early warning indicator system through the identification ofthe various signals prior to the occurrence of a crisis of credibility. And practise reputationcrisis warning system by identifying the warning interval, the degree of early warningindicators of crisis, comprehensive evaluation value of early warning indicators ofcorporate.Early warning before the crisis and crisis response is the most important in theprocess of crisis management. In crisis response of the dairy enterprise credibility, this articlediscusses five methods including organization strategy; managers’ strategy; control strategy,communication and media strategy. So dairy enterprises can face the problems calmly, getunderstanding and support of stakeholders to maintain the public image. Finally, this articleproposes ideas and suggestions of facing credibility crisis through two typical cases of China’sdairy industry credibility crisis. These suggestions will help minimize the risk of corporatecredibility crisis, to eliminate the bad influence of credibility crisis and to ensure the healthydevelopment of China’s dairy industry.