英语论文企业公关危机案例分析.doc

Interpretation Of Corporate Public Relationship Crisis
——A Review Of Toyota Recall Event
The background of Toyota 's recall crisis
At beginning of late January 2010, due to the accelerator pedal and other problems, Toyota announced that recalled nearly 445 million cars from the United States, Canada, Europe and China, coupled with CamryPrius and other models ,a total of 42 million cars were recalled from the US market in November 2009 Toyota's problematic vehicles exceeded seven million, far exceeded the level of its global sales last year
Concise analysis
Toyota recall event has caused a sensation in the world As far as its crisis public relations,the whole course mingled hope and fear
First to say 'Hope' Toyota is not the only one which happen recallSuch as FordIn 2006,Ford recalled 79 million problematic cars And in the past 10 years,Ford has recalled 149 million cars for the same reasonAs well as the General MotorsGM recalled of 67 million and 58 million cars in 1971 and 1981 respectively Volkswagen and Honda also have a large number of recall records in 1972 and 1995 Both of their number were 37 million This shows the number of problematic cars that Toyota recalled in present situation is far from being largest
When an enterprise can handle the crisis PR properly ,it will not only turning tide but also can further enhance its