China's Entrepreneur Crisis Management Behavior On The Corporate Image

All enterprises are in such a complex and changeable social environment that they are inevitably to come under the influence of crisis. There are many reasons. Whether external or internal reasons, it will affect corporate image eventually. Entrepreneurs on behalf of companies play an key role. If they can't handle the crisis correctly, the short-term impacts are drop of sales, stock price and market share, and the long-run impacts are corporate image which are built up through efforts of many years. Once harmed, the rebuild project will cost many financial materials and human resources.Behaviors of domestic entrepreneurs in crisis management have a lot of deficiencies. First, entrepreneurs are not awareness of crisis; second, the attitude and response action towards a crisis event is not proper, leading to irreversible consequences; finally, the entrepreneurs are lack of the communication skills in dealing with crisis. So, how entrepreneurs behavior in crisis management has the impact on corporate image? How to regulate their own behavior, to further reduce the incidence of misconduct and improve corporate image? This paper focuses on these problems and discussed entrepreneurs, corporate image and crisis management in our enterprise applications.The thesis began with the theory of entrepreneur, corporate image and crisis management, defined entrepreneur behavior in crisis management, and analyzed the status quo of domestic entrepreneurs. From the six stages of the development of crisis management analyzed the relationship between the two by cases. Then we focused on discussions about action and measures. From the six stages of the development of crisis management carried out in-depth analysis, it concluded that entrepreneurs conduct in crisis management (crisis awareness, attitudes, actions, and communication skills) have a direct impact on corporate image, and crisis development stage (to avoid, prepare, confirm, control, resolution, and profit) affects the corporate image of the development trend. In addition, it listed the reason why Chinese entrepreneurs will have a negative impact corporate image. Finally we entered the stage of practical operation, concluded the skills and the problems that exist. With the laid of the foundation for practice, we hope to enrich the corporate image theory to promote the development of the practice of entrepreneurial behavior shaping in China.