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0 years ago, it became an important topic in the twentieth century. Clearly, communication has assumed immense importance in our time, and the communication studies are also more specialized in many fields. Before coming to business communication, the study will first examine the background of communication studies, which began after World War I. The subject of communication was given impetus by the philosopher of progressivism and pragmatism in 20th century. After World War II, it gradually became more and more popular.
Interests on business communication became especially intensive after the 1960s. The related studies first focused on business correspondence and public speaking for commercial purposes, and then expanded to a larger span, ranging from interpersonal communication within business group to mass communication, such as promotion and advertising. Since communication studies within company went intensive, individual communication and organizational communication were separated from management, leadership, organizational behavior and human resources and were studied from psychological and organizational aspects. The tendency to study communication from different aspects and to borrow findings and achievements in other fields becomes strong in 21st century because 1) fields are somewhat arbitrary, disciplinary divisions do not necessarily provide the best method of packaging knowledge, and 2) interdisciplinary cooperation intensifies and provides a better understanding for communication studies (Greene, 1984).
The definition of business communication （BC） is much more definite. Business communication is a purposeful interchange of ideas, opinions, and information presented personally and impersonally by symbol or signal to attain the goals of the organization (Ambash, 1990). The definition indicates 6 features of business communication as follows. Purposive: have predetermined objective in line with attaining business goals; interactive: involve at least two or more communicators that exchanging information; personal or impersonal: include various levels of communication from intrapersonal to mass communication; symbol or signal: employ any device or mean that can bring information exchanging; organizational and goal-based: achieve a set of goals determined by organizations. Based on above introduction of communication and business communication, this study adopts case study method rather than the general sender-receiver model to explain business communication activities.

The objective of this paper is to study if the BC has played important role in the enterprise crisis and if effective and systematic communication can lead the enterprise in crisis to the right road. In addition, the paper wants to find if the BC can reduce the impact of the enterprise crisis even turn the crisis to the business opportunities. Another aim of the paper is to study if the BC communication can solve and avoid the enterprise crisis through the analysis of Coco-cola crisis. In the BC communication, BC strategies and skills are the main part, and if they play important role in the dealing of crisis is also one of the study objectives.

The communication theory is one of the concerned questions. How the BC communication solves and avoids the enterprise crisis through the analysis of Coco-cola is one of the questions, too. What the strategies and skills of the BC communication refer to and how they work are also the questions. The 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。