Case Study On Crisis Management Of Sagitar Suspension Fracture Event By FAW Volkswagen

Nowadays,there are various uncertainties in the competitive environment for enterprise.For the mass media,especially mobile Internet’s highly developed with consumers’ legal consciousness and awareness continues to improve,the awareness and ability of crisis management has become an important part of enterprise management.The development and operation of a business or brand may take decades or even hundreds of years;but a major crisis,is enough to make it suffer.To improve the awareness and ability to manage the crisis has become an important prerequisite for the survival and development of enterprises.With the rapid development of China’s auto market,the major multinational vehicle companies in China has cultivated a wide range of visibility and consumer groups.The vehicle is not only the daily use of the means of transport,but also has become a symbol of the identity of the majority of the people,and the safety and reliability of the vehicle is also a very important factor.In recent years,China’s auto market has a lot of product crisis caused by quality problems,which has a great negative impact on the brand image of the auto companies." Sagitar Suspension Fracture Event of FAW Volkswagen" is a typical product quality defects caused by the crisis case in automobile industry,caused a great social impact.This paper takes FAW Volkswagen as the research object,review of FAW Volkswagen in this incident in the use of crisis management strategies and measures,On the basis of the mature theory of crisis management and the research results,this paper analyzes the advantages and disadvantages of its strategy and measures in depth with the background of this event,and draws the conclusion through empirical.hoping to provide reference for the crisis management of automobile enterprises in China.This paper is based on research object,Firstly,point out the significance of the study,and summarizes the theoretical models involved in this paper,such as Crisis Management 4R Theory,Crisis Management 5s Model and Core stakeholder theory.Secondly,case introduction,elaborated the basic profile of FAW Volkswagen and the beginning to end of the event and the main experience of crisis management.Thirdly,case analysis,combined with the background(from the enterprise quality management,product defects,consumer behavior,media responsibility and automobile products recall effects),then analyze the erroneous practice existed in this event in the crisis management of FAW the public and the related theory of contrary to the principles,and the correct approach and relevant theoretical principles.Fourthly,according to the case study,Take the essence,to its dregs,constructively put forward the strategy and process of automobile enterprise crisis management,that is,the strategy and the direction of improvement in the stage of crisis prevention,treatment,restoration and reflection,hoping to provide reference for the crisis management of automobile enterprises in China.