Case Study On The “Qidong C” Product Crisis Management By YM Corporation

The crisis is closely related to the development of modern enterprise, all things of the initiation, growth and decline, change and end can be carried out in an instant. Crisis management is in fact limited experience, limited time and limited life to try to control changes in the moment. In recent years, with the continuous increase in the amount of car ownership, the individual needs of consumers continue to expand, the automobile market is also in the rapid development and there are a lot of problems.This article uses the case analysis method,under the background of the YM Company product crisis, the article first puts forward the research method and contents of the article,then introduces YM Company's basic information and the development of “Qidong C” product crisis, from no foreknowledge before the crisis, to the panic and passivity in the crisis, to the improper treatment after the crisis, which truly presents the whole process of YM Company's product crisis, Describes the response measures taken by YM company and its impact on the company and points out the existing management problems. The third part elaborates the concept for crisis and crisis management, the 4R model of crisis management.Then analyses YM Company's performance and gains and losses in “Qidong C” product crisis management in detail. Using the mature crisis management theory and research results, causes the 4 stages of crisis management based on 4R model :reduction stage, readiness stage, response stage, recovery stage were analyzed the product crisis. In the end, the article corresponding reasons of product crisis puts forward effective coping strategies, and strive to build a perfect crisis management system, help the enterprise take a turn for the better and be out of danger.The article based on the case of “Qidong C” product crisis, according to the real management mode, operation data, combined with the author's experience to analyze and explore. This article focuses on how to prevent the enterprise crisis, how to identify the signs of crisis, how to carry out the initial crisis management issues. I hope to be able to help and reference domestic enterprises especially for automotive related services enterprises in crisis management, identify signs of crisis crisis will be nipped in the bud, to reduce the risk of crisis brings to the enterprise.