Research On Corporate Image Crisis Management Capability System

In recent years,the corporate image crisis has been broken out repeatedly and the large multinationals such as the Germany's Volkswagen can't be spared.This paper will analyze the "exhaust valve" crisis of Volkswagen on the basis of elaborating the basic theory of corporate image crisis management.Furthermore,this paper analyzes the existing problems of corporate image crisis management,constructs the corporate image crisis management capability system,and introduces the governance theory,designs the corporate image crisis repairing network operation structure and the strategies.The first chapter this paper mainly elaborates the research background,the domestic and foreign research summary,the research content,the research method and the innovation points and the research significance.The second chapter discusses the concept of enterprise crisis,enterprise crisis management and the connotation,characteristics and classification of enterprise image crisis,and introduces the theories of enterprise crisis management and corporate image crisis management.The third chapter mainly analyzes the five main problems in the current corporate image crisis management,and explains the importance of the enterprise image crisis management ability system construction.The forth chapter of the article elaborates the enterprise image crisis management ability system which is supported by the decision force,the reaction force,the public relations force and the restoring power as the core,the early warning system,the cultural system and the resource security system.In the fifth chapter,through the introduction of governance theory,the corporate image crisis restoration network structure is designed,and the corporate image crisis repair strategies are put forward.In the sixth chapter,the author uses the constructed enterprise image crisis management ability system to analyze the public "exhaust valve" event and verify the feasibility of the enterprise image crisis management ability system.The last part of the article summarizes the contents of this article,and points out the limitations of the article and research prospects.