Using The Situational Crisis Communication Theory To Discuss The Crisis Communication Strategies Of Enterprise

With the development of modem society,we are in a more complicated society,every day is likely to face potential crisis.This is especially true for companies.Today China has become the focus of the global economic development.Enterprises in this land have broad prospects for development,but also faced with a series of operational risks.Today's world is a "global village",the Internet not only connected to the people and also connected the enterprise's relationship with people.When the enterprise faces a crisis,the negative impact of crisis will spread rapidly,and profoundly affects the enterprise image.The use of the enterprise crisis communication strategies are particularly important.This study using the theory of Situational Crisis Communication to analyze the recent three enterprise crisis case-"mercedes-benz executives event humiliating to China","ikea recall killing ark incident" and "samsung mobile phone explosion".First,the study do a hypothetical research to analysis of the affecting factors of attribution of responsibility attribution.This part of the study used three enterprise crisis case-"Mercedes-Benz executives humiliated to Chinese","IKEA recall killing ark incident" and "SAMSUNG mobile phone's explosion".Secondly,by analyzing the development process of crisis strategy to explore the change of the media development efficiency.This part puts forward one problem to study the event"SAMSUNG mobile phone's explosion".This article studied the use of enterprise crisis communication strategy,with two-way perspective.This method shows the crisis situation in the whole picture.