Data mining-Enterprise Crisis Management

Crisis management is a new hot research field in the management field. It is based on the emergence of crisis in the market competition as the research starting point, analyzing the causes and processes of the enterprise crisis, this paper studies measures and strategies for enterprises to prevent, cope with, and resolve crisis, so as to enhance immunity, adaptability, and competitiveness of enterprises, so that managers can obtain the necessary information in a timely and accurate manner,

Crisis management is a new hot research field in the management field. It is based on the emergence of crisis in the market competition as the research starting point, analyzing the causes and processes of the enterprise crisis, this paper studies measures and strategies for enterprises to prevent, cope with, and resolve crisis, so as to enhance immunity, adaptability, and competitiveness of enterprises, so that managers can obtain the necessary information in a timely and accurate manner,

Crisis management is a new hot research area in the management field. It is based on the emergence of crisis in the market competition.

The causes and processes of enterprise crisis, and the methods and strategies for enterprises to prevent, cope with, and solve the crisis, so as to enhance the immunity, adaptability, and competitiveness of enterprises, enables managers to obtain the required information in a timely and accurate manner, quickly capture all possible events and signs of crisis in the enterprise, and then take effective preventive measures, before the crisis, enterprises can control and avoid harm, so that enterprises can adapt to the rapidly changing market environment and maintain a long-term competitive advantage. However, the cause of the crisis is complex and varied, and many factors are difficult to quantify. Moreover, crisis management involves semi-structured and non-structured problems with a large number of uncertainties, many factors make it difficult to perform scientific calculation and evaluation without historical data and corresponding statistical data. Therefore, it is necessary to apply other technologies and methods to strengthen the crisis management of enterprises.

With the rapid development of computer technology, network technology, communication technology, and Internet technology and the popularization of e-commerce, office automation, management information systems, and Internet, business operation processes of enterprises are increasingly automated, A large amount of data is generated during the enterprise's operation. These data and the resulting information are valuable assets of the enterprise. They record the essential situation of the enterprise's operation in the field. However, in the face of such a large amount of data, traditional data analysis methods, such as data retrieval and statistical analysis, can only obtain the surface information of the data, but cannot obtain its internal and in-depth information, managers are faced with the dilemma of rich data and poor knowledge. It is very important to find useful knowledge for business decision-making from these data. Data Mining is designed to meet this need.

Data Mining is a new information processing technology. Its main feature is to extract, convert, analyze, and model a large amount of business data in enterprise databases, it extracts key data to assist in business decision-making. It is widely used in enterprise crisis management and can be applied to the following aspects.

　　1. Use web page mining to collect External Environment Information

Information is a key factor in crisis management. During crisis management, Web page mining technology can be used to collect, sort out, and analyze enterprises' external environment information, collect political, economic, policy, technology, finance, various markets, competitors, supply and demand information, consumers, and other information related to enterprise development as much as possible, focus on analyzing and processing external environment information that has a major or potential impact on enterprise development, seize the fleeting market opportunity, obtain information about the crisis, and take effective measures to avoid the crisis, promote healthy and sustainable development of enterprises.

　　2. Use data mining to analyze Enterprise Business Information

Using data mining technology, data warehouse technology, and online analysis technology, managers can make full use of the massive data in the enterprise data warehouse for analysis, then, based on the analysis results, we can find out the various problems that occur in the business process and the precursor that may cause the crisis, such as poor management, lagging concepts, product failures, strategic decision-making mistakes, financial crisis, and other internal factors that cause the relatively harmonious balance between people, finances, things, production, supply, and sales of enterprises to be severely damaged, information that poses a serious threat to the survival and development of an enterprise, makes correct decisions in a timely manner, and adjusts its business strategy to adapt to changing market demands.

　　3. Identify, analyze and prevent crisis using Data Mining

The essence of crisis management is prevention. The data mining technology is used to identify and analyze risks, threats and dangers of enterprise operations, such as product quality and responsibility, environment, health and personal safety, finance, marketing, natural disasters, business fraud, personnel and computer faults, and so on, classify each risk, it also determines how to manage various risks, accurately predict various risks faced by enterprises, and evaluate the size and probability of each risk, threat, and danger, establish a priority for various types of risk management, manage one or more of the most serious risks with limited resources, time and funds, and formulate strategies and methods for crisis management, formulate crisis emergency plans and crisis management teams, and do a good job in crisis prevention.

　　4. Use Data Mining Technology to Improve Customer Relationship Management

Customer satisfaction has always been an important measure of the service quality of an enterprise, especially when the customer's feedback has a wide range of effects. At present, many enterprises use marketing centers, news groups, BBS and call centers to collect customers' complaints and opinions, and analyze these complaints and opinions to find problems in customer relationship management, if there are enough customers complaining about the same problem, the manager has reason to investigate the problem, so that the company can capture all the possible events and warnings of the crisis in a timely manner.

Saving customer relationships and avoiding business crisis.

　　5. Use Data Mining for credit risk analysis and fraud identification

Customer Credit Risk Analysis and fraud prediction are very important to the enterprise's financial security. Using the database data in the enterprise information system, use the change and Deviation Analysis Technology in data mining to analyze customer credit risk analysis and fraud behavior prediction, and analyze why these risks occur? What causes these risks? Where do these risks come from? How can we predict possible risks? What measures should be taken to reduce risks? By evaluating the severity of these risks, the possibility of occurrence, and the cost of controlling these risks, the evaluation results of various risks are summarized, and a credit risk management strategy and supervision system is established, design and improve credit risk management capabilities, and accurately and timely monitor, evaluate, warn, and manage various credit risks, so as to take effective avoidance and supervision measures, it should be warned and controlled before the occurrence of credit risks, so as to avoid harm and prevent credit risks.

　　6. Use data mining to control crisis

Once a crisis breaks out, the situation is rapid and the loss is serious. Therefore, after a crisis occurs, we must take effective measures to control the crisis, managers can use advanced information technologies such as Web-based mining technology, various search engine tools, E-mail automatic processing tools, AI-based information content automatic classification, clustering, and in-depth knowledge Retrieval and question-and-answer knowledge retrieval systems for natural language understanding quickly obtain various information required by crisis management, in order to publish relevant crisis management information to customers, communities, and the press, and publish detailed risk defense and crisis management plans of enterprises on various media, especially corporate websites, this allows all employees to obtain crisis management information and the latest progress of the crisis in a timely manner. In this way, the enterprise's senior management personnel, PR personnel, crisis management personnel and all employees can be ready to cope with any complex and critical situations at any time, and immediately respond to the crisis, minimize the loss of the crisis.

Crisis is both a risk and an opportunity. Each crisis of an Enterprise contains both the root cause of failure and the seeds of success, discovering and nurturing, and then harvesting potential success opportunities, it is the essence of crisis management. misestimating the situation and making the situation worse is a typical feature of poor crisis management. Enterprises should strengthen crisis management and use advanced data mining technology to strengthen crisis management, so as to obtain the crisis information they need in an accurate and timely manner, quickly captures all incidents and signs of a possible crisis in an enterprise, and then takes effective preventive measures to control the crisis before it occurs, so as to seek benefits and avoid harm, in this way, enterprises can adapt to the rapidly changing market environment, maintain long-term competitive advantages, and achieve sustainable development strategies.