Research On Crisis Management Evaluation Of Public Relations In Real Estate Development Enterprise

Since China’s reform and opening up, Chinese real estate are like the mushrooms after raining, and have obtained the considerable development along with the entire national economy national economy development. The constantly expansion of the domestic real estate companies makes the real estate development business became the focus of domestic investment. The rapid rise of the real estate industry brings new opportunities to related unit, but there are also all kinds of crisis can’t be ignored. At present, China’s real estate enterprises are facing more and more complicated business environment, the real estate market suffer more influence caused by uncertain factors, All kinds of crisis that can threat to corporate survival are also frequent. Crisis to enterprise’s development has propound influence, the whole may be lose by one, a seemingly insignificant crisis, even lie dormant great danger, can lead to the enterprise in bankruptcy. In order to strengthen the enterprise against crisis capacity, it is very important to create good crisis evaluation system for enterprise survival and further forward development.Based on the theory of crisis management level, from the perspective of public relations crisis of real estate enterprises, we can evaluate enterprise public relations crisis and crisis coping strategies. The macro level and micro level combined with qualitative analysis and quantitative analysis method, it overcome the insufficient of traditional evaluation methods, and it is more accurate and more true to our country real estate enterprise crisis evaluation, and give recommendations. At first, through the theoretical review of crisis theory, crisis management theory, crisis incentive theory, real estate development enterprise public relations crisis management theory, we find out the crisis management is a kind of advanced management method and it is very important to the enterprise risk resistance capacity, especially to high risk of real estate development enterprise, the crisis management is more important. Aftert that we elaborate public relations crisis management theory and the crisis of the real estate business evaluation theory, then introduce the setting principle and index for selection of crisis management and evaluation system, meanwhile we build a model to calculate the weight of each index with the method of ISM-ANP, so we can have a effectiveness assessment on real estate development enterprise public relations crisis. Then based on anglicizing the HX real estate development enterprise crisis case deeply and systematically, we introduce HX enterprise basic information and some existing problems on public relations crisis management, then compute assessment result. At last, according to the public relations crisis management theory the actual situation of HX company specific public relations crisis management process and treatment strategyThis paper will better improve real estate development enterprise public relations crisis management system, at the same time it can put forward a better reference for local production development enterprises in the crisis and crisis response evaluation.