通过对锦湖轮胎危机事件个案的分析,搜索在危机爆发后媒体的报道,分析危机事件在萌芽期、爆发期、持续期和恢复期各自呈现的状态。分析中发现,危机管理是品牌公关活动中至关重要的一个环节,虽然危机事件的发生发展有其特定的规律,但是不同的危机主体却又要面对不同的问题,存在着不同的危机管理模式。 Through the analysis of Kumho Tire Incidents, we search the media coverage after the outbreak of the crisis and analyze the status of the crisis events during their infancy, outbreak, duration and recovery. In the analysis, it is found that crisis management is a vital link in brand public relations activities. Although the occurrence and development of crisis events have their own specific rules, different crisis subjects face different problems and different crisis management mode.