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    Crisis management is not far, the LED industry need to save for a rainy day

    international view 2016-06-30

    Some people might think that only the celebrities or the government and other public organizations need to crisis management, for enterprises especially the emerging industries, crisis public relations is far away.The idea is like buying a car not to buy insurance, the lack of a sense of anxiety, not a crisis events then, once appear, the harm of enterprises can be devastating。For businesses, public crisis management ability is the enterprise in an impregnable position in the market competition。In fact, the current some successful enterprises have basically set up crisis management mechanism.
    An earlier have KFC Sudan red, pesticide ingredients such as Coca-Cola, closer to 2010, when the Revelations of sanlu milk powder containing melamine, 2011 showed the shineway clenbuterol, liquor plasticizer, the farmer mountain spring quality standards such as door event in 2012.During the crisis, some big enterprises to weather, some quivering, although hurt my feet but at least still keep their brand, but more is the fall, especially those countless micro, small and medium enterprises.These successful transition has the same experience, that is to understand the importance of crisis management, has the experience to correctly deal with the crisis, in a timely manner to eliminate adverse factors, minimize damage, such as shuanghui.And failed, also have the same reason, that is the bad crisis management, such as sanlu.
    In early 2013, when many enterprises are immersed in the joy of New Year's day, the day of some enterprises is especially bitter。The occurrence of quality door, let some LED companies suffered a blow.This warning sign this emerging industry is also subject to faced with the threat of public crisis.At present, the domestic stock market listed companies related to the LED is close to 50, and still growing at an annual rate of about six preparation or queuing there are dozens of listed companies。As the whole LED industry more and more public and social, the attitude of the role of enterprises and public image transformation is need more careful and active, any negative information through rapid spread to the enterprise brand image, the secondary market investment enthusiasm will have a certain degree or even a devastating damage。
    New industry is different from the established industries, after years of accumulation, the products have been in a short period of time has no alternative, the market is mature, as well as one or two companies appear problem can't be a threat to the whole industry。A traditional incandescent lamp manufacturers appeared quality problem, for example, the worst is the factory collapse, not may endanger the whole incandescent lamp industry。But emerging industry may be due to problems of some companies throughout the industry into a trust crisis, resulting in a long period of time are difficult to continue to promote.But the reality is a lot of LED enterprises lack system, branding and public relations marketing talents, and the mechanism of no professional crisis handling department.Once appear problem, often lose the ability to fight against the risk.Therefore, for the LED to the rising sun industry, completes the crisis management is necessary.
    In some ways, the crisis management is part of the corporate image maintenance, service in the enterprise overall marketing strategy。The images of management in the absence of a crisis event may not be found, the purpose of this is set at the beginning of the decision.Crisis public relations, simple said is when a negative events, may damage the subject's reputation, and thus trust crisis, damage the body live, use various means to properly handle, will damage to a minimum or even completely eliminate.This is a type of stress, only appeared stimulus, will be reflected。But this kind of remedial way already very behind, after all is remedial damage has occurred, there have been damage remedy, are less damage did not occur.Has a story, the spring and autumn period of the famous doctor bian que said to Wei Wenwang, their brothers three medical highest is the eldest brother, cure of the disease, the second brother medical times, at the beginning of the healing up, his medical skill of the worst, only the intensive healing.Crisis management as well as the three levels, get rid of it before the crisis has not appeared, best cost minimum effect not only, and does not produce any damage to the enterprise, this level of crisis management, nature also hard to into the public eye.Times of crisis emerged strangle it, although the crisis has emerged, but, after all, hurt small damage the body.This level of crisis management is difficult to enter the line of sight of people。
    Third level is the crisis has caused people to pay attention to, media reports have begun, but has not been aroused people's attention, forming some sort of public opinion and even the public。This level of crisis management easy to find, many examples, such as the above said Sudan red, clenbuterol crisis.Crisis management is one of the worst level media have been widely reported, or even a one-sided trend has been formed, the public generally produce resistance, body is action, it has collapsed.Such crisis management is one of the most failure, such a crisis public relations, the main basic already dead, that is not dead or disabled, such as sanlu milk powder.
    Nowadays a lot of communication scholars of crisis management and public relations experts will tentacles extending forward, in the usual good attention closely connected with the media and other departments, timely response to the crisis event, and the media, and other departments feedback situation, to be truthful information communicate smoothly.Crisis has not before the outbreak of pay attention to their own quality management and to channel, nip crises of the timely feedback of information between up and down, adopt measures to make up for, to not make mistake to continue to the next link.
    LED companies also should be like this, not only to build a complete public crisis management mechanism, but also from the height of the strategic importance of the crisis public relations, for those who haven't ability to independent building crisis management mechanism of micro, small and medium enterprises at least collective crisis management system should be established。Will crisis tentacles extending forward, establishing early warning mechanism of crisis management, anytime, anywhere to test the industry risk, the report timely treatment, so as to establish a real spring belongs to LED the development of the enterprise.


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