中文摘要：

在企业所面临的不同类型的危机中，产品质量危机所占的比重最大。本文从群体行为的角度研究企业产品质量危机的形成机理，利用元胞自动机的定性模拟理论和方法，建立消费者对产品的购买行为的演化模型，通过基于不同的从众系数和演化规则的演化，揭示群体从众行为与企业危机公关与企业产品质量危机的形成之间的关系，并在此基础上提出了基于消费者信任修复理论的管理思路，对现代企业的危机管理有一定的借鉴与指导意义。

英文摘要：

In modem society, exigencies happen frequently, and if not handled properly in the incident, the influence that does not digest and relieve the crisis will result in formation. In the different types of crisis the corporation faced, the most proportion is product quality crisis. We research the formation mechanism of enterprise manufacture crisis from the point of group behaviour, utilize the theory and method of qualitative simulation of cellular automata, build the buying behaviour evolution model of customers, by the evolution based different conformity ratio and evolution rule, reveal the relationship between the group behaviour and business crisis public relation and enterprise production crisis, and based on that we propose management thread based on the consumer confidence restore model, which can guide the crisis management for companies.