Abstract
In a market economy, the survival and development of each individual are all
subject to various macro and micro environmental factors and constraints, due to
internal conditions and external environment is continuously changing, and the
dynamic interaction between the two, the objective on a number of uncertainties. With
China's accession to the WOT and the accelerated process of global economic
integration, the uncertainty increases, the Chinese enterprises to become more
common phenomenon experienced crises in the production process. A wider range of
corporate crisis, a higher frequency, to improve the level of crisis management is the
long-term health development needs.
Early in the crisis management tend to stay in the "fire" level, just respond
passively to deal with all types of emergencies, and crisis management as a business
development systems thinking and arrangements, and later too much emphasis on the
prevention of crises and neglect post-crisis recovery and transformation, there is a
certain one-sidedness. This paper argues that due to the uncertainties and
uncontrollable forces exist, as well as explore the cognitive nature, science is a
gradual process, the crisis event is actually difficult to completely avoid, only to
strengthen the management, guard, to establish scientific early warning system and to
actively resolve the correct response, the combination is the correct direction of crisis
management to improve the rapid response mechanism.
This paper describes the general approach of the corporate crisis management,
focusing on discourse of corporate crisis management need to arm our minds with
scientific knowledge, face the crisis in the spirit of science, scientific tools to deal
with the crisis, crisis prevention in a scientific way, and crisis management
mechanism to establish a scientific point of view. The paper mainly discusses the
basic theory of corporate crisis management, the Chinese enterprises are facing a
major crisis, and how to effectively prevent and control these crises. Finally, the
combination of Mengniu Milk Deluxe case describes the specific measures in the
enterprises are facing crisis, provide a useful reference for enterprises to effectively