Starting from the methods and defects of enterprises to deal with various risks and crises, this paper discusses how to carry out crisis management for enterprises, with a view to promoting the more stable survival and development of enterprises under the unstable global economy.

[Keywords:] enterprise crisis management ability

Enterprise machine events have increasingly become the focus of media and public opinion, and improving crisis awareness and strengthening crisis management have become the knowledge of the business community. Although the crisis awareness of domestic and foreign enterprises has been improved, it still reveals the lack of systematic crisis management mechanism, inadequate and untimely early warning, lack of crisis handling experience, especially the lack of trained crisis managers.

The frequent occurrence of "1" crisis leads to the necessity of management, and both the operation of international enterprises in China and the growth of enterprises in China have encountered unprecedented opportunities and challenges. On the one hand, the constantly changing and perfect market order has brought new development opportunities for enterprises, and the sustained and strong growth momentum has brought promising market prospects to the world; On the other hand, various contradictions and conflicts in the increasingly complex business environment and changes are constantly emerging, making crisis events caused by various external and internal reasons common.

1) capital: for an enterprise, capital turnover is a difficult problem to solve, and all kinds of enterprises will encounter such a situation to some extent, the difference is only the amount. The biggest drawback of the capital problem is that the leaders and decision-makers of enterprises lack financial management knowledge, but they are bureaucratic and blind in their decision-making on the use of funds, which leads to ineffective capital turnover and enterprises are in crisis.

2) Production and operation costs: There is always a comprehensive influence of external and internal factors in the development track of enterprises, especially the cost of enterprises is always in dynamic change. Many enterprises often do not pay attention to the comprehensive cost analysis of a period, a department and a major transaction, and even lack the basic concepts of cost prediction and control, so that when the cost soars, it causes serious pressure on enterprises and leads them into crisis.

3) Market and customers: The international and domestic markets are changeable and influenced by many factors. If enterprises do not investigate, analyze and forecast the market, it will lead to blindness in production and operation. Failure to respond to the unpredictable and complex situation of the market often leads to serious enterprise crisis. In addition, customers are the main target of enterprise services. Service tenet and service attitude are the basic conditions for gaining customers' trust, and it is very important to know customers. Failure to deeply understand the customer's information will sometimes bring huge political and economic losses to the enterprise and even lead to the crisis of the enterprise.

2 The current situation of enterprise crisis management On a global scale, the methods of enterprise crisis management have begun to become professional and more and more mature.

For example, the "bird flu incident" at KFC shows the ability of mature enterprises to deal with crises. At that time, bird flu was rampant in some parts of Asia, and the business of KFC chain stores, which mainly operated fried chicken and chicken burgers, once plummeted. China KFC actively responded to the crisis and made a positive response to the negative news. The first is to hold a press conference in Beijing and invite nutrition experts and animal husbandry experts to do demonstration tasting. Subsequently, it was announced that the non-chicken product "Roasted Pork Chop Fort" would be launched simultaneously in seven major domestic markets. Of course, from the source, KFC has also formulated a series of perfect emergency plans. From the whole process of crisis management in KFC, KFC has formed a set of crisis management feedback and handling mechanism, which mainly deals with the crisis from the aspects of products, suppliers, the public and crisis early warning, thus ensuring the normal operation of KFC in an extraordinary period.

But at the same time, most enterprises still have the weakness of copying mechanically and lacking professionalism, which is particularly obvious in domestic enterprises. Because there is no crisis management mode in China, domestic enterprises are at a loss when facing the crisis and go to the hospital when they are sick. The first is lack of experience and improvisation. For example, in the event of "big calcium containing hydrogen peroxide", big calcium showed traces of copying DuPont's crisis management method. In fact, the situation of the two is different in many ways. Such simple copying is not a reasonable method. In the end, the problem was not solved in time, but was magnified. ——————— Teacher Ping Fan