Research On Crisis Management Of Jiugui Liquor CO.,LTD

Crisis is inevitable to the survival and development of an enterprise. It is impossible to avoid the happening of the crisis for both transnational enterprises and a small company. Only is the scope of the crisis, industry, content and degree slightly different. On November 19,2012, "excessive levels of the plasticizer dibutyl phthalate in Jiugui Liquor" caught attentions of the public and the corporate world, which caused a four day suspension of its shares. After resumption of trading on November 23, three consecutive days of decline limit was observed for its shares. This crisis make its shares have been off almost 43% during less than 10 days.In this paper, the case of excessive levels of the plasticizer dibutyl phthalate in Jiugui Liquor was used as an example. Case and questionnaire was adapted to analyze causes and deficiencies of the event handled. Establishment of internal oversight mechanisms of corporate crisis prevention, crisis latency operating mechanism, implementation phase of the crisis response mechanisms, the crisis recovery period of crisis management and development strategy were proposed and combined to create a new development goals three elements. This was expanded for Jiugui Liquor Company to construct how to set up its own development methods of crisis management. And based on the analysis of the crisis management system of Jiugui Liquor Company, a crisis management mechanism for some domestic enterprises have encountered a similar situation was tried to explore, which therefore gradually enhance their response to the crisis, the ability to resolve the crisis, so as to promote the health of the enterprise, sustained and steady development.