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Our time is a time which technical is under big progress and the information is under large explosion. In the complex and changeable business environment, enterprises while joyfully enjoys all sorts of conveniences and opportunity in the advance in technology and the information which the time brings, also have to face more challenges: On the one hand, the advance in technology increased the intrinsic complexity of each item of product of the enterprise, thus causes the enterprise to grasp the product responsibility with difficulty which possible because of the product latent slight defect;On the other hand, the brand management of the enterprise is in the time in which the transparency of the active increases day by day, the information is fully disclosed and rapid diffused in the global scope, the enterprise brand crisis is no longer known by the small number of people like before. All these cause an enterprise spot small fault turn to be the great unrest. In such situation, how does the enterprise brand get rid of the threat of the crisis, reduce the harm which the crisis brings, and discover the opportunity, is a very big challenge to the all enterprise’s superintendents.This article carries on the brief review to the present research situation of the domestic and foreign enterprises brand crisis management, and carries on the conception to the crisis and the crisis management again, and introduces the characteristics of the crisis, and analyzes the causes of brand crisis from the angle of the brand and the inner and outer environment of the enterprise, then introduces the way of enterprise brand crisis management and the principles it should follow, and proposed the crisis management 4R model which taken by Robert Schiesz Professor in English (to reduce, preparation, reflection, restores)as the rationale, expatiates the construction of the system of enterprise brand crisis management from the enterprise brand crisis prevention management, the reaction management(communication management, the media management, image management), the restored management.The case part of this article is about "giant of calcium" incident, at first, the article analyses the characters of this case and the management of the giantcorporation in detail, then with the above theory on giant companies to the "giant to calcium" incident crisis management, summed up its success in the crisis management, analyzed the failure of it.The author sum up some inclusions about our current enterprise do management efficiently, they follow like this:l.In daily of the management, the business enterprise should raise the consciousness about crisis continuously, strengthen the monitor to the crisis information, guard against the occurrence of crisis, do the preparation well for the crisis management, make a good plan for business enterprise crisis to meet an emergency, build up the prevention system of the business enterprise crisis.2.After the crisis take place, the business enterprise should keep the attitude of steady and calm, set up the direction center of crisis management rapidly, start the crisis management plan, follow active principle and honest principle, do the medium management actively, fighting for comprehension and cooperation of journalistic circles, inviting fair, authority organization to help to solve crisis etc..3.The business enterprise should be in the attitude which is responsible for the consumer, social public and the benefits related community, do the communication management frankly and earnestly, fighting for the comprehension and support from the public.4.After the crisis has been dissolved, the business enterprise should hold firmly time to do the management work of the crisis instauration right away, rebuild the business enterprise in the good image in the public heart, recover and promote the good reputation degree of business enterprise.
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