研究在梳理企业危机管理、企业叙事策略以及领导力和企业文化等概念关系的基础上, 选择中国代表性民企华为“孟晚舟事件”为案例, 分析企业和企业家在危机管理中的叙事策略。通过华为的公司声明作为企业叙事、任正非的访谈讲话作为企业家叙事的“两线”互动对比, 借助编码和事件分析提炼华为和任正非在“孟晚舟事件”这一危机管理过程中的叙事表达特征模型。研究发现: 企业和企业家在叙事的时间、内容、篇幅、态度、对象等方面存在一定差异, 前者更为及时、理性、精炼、客观和针对, 后者更为频繁、感性、繁长、辩证而全面; 企业家可以通过“强化”叙事表达解释、拓展和坚定企业在危机管理中的叙事观点和策略, 并通过四种路径类型与企业叙事形成“互动”, 最终提炼为企业危机管理中企业和企业家的叙事策略强化互动模型, 并提出企业和企业家在危机管理中的对策建议。

Based on sorting out corporate crisis management, corporate narrative tactics, and the relationship between entrepreneur and corporate culture, the study selects the “Meng Wanzhou Event” of China's representative private enterprise Huawei Technologies Co. , Ltd. as a case to analyze the narrative tactics in crisis management of enterprises and entrepreneurs. Through Huawei's company statement as a corporate narrative and Ren Zhengfei's interview speech as entrepreneurial narratives in “two-line” of comparison and interaction, the main propositions are explored with the help of coding analysis, event analysis, and Huawei and Ren Zhengfei's “Meng Wanzhou Event” is a model of narrative expression characteristics in the process of crisis management. The research found that certain differences between enterprises and entrepreneurs in terms of narrative time, content, length, attitude, and target audience. The former is more timely, rational, refined, objective, and targeted, while the latter is more frequent, emotional, lengthy, dialectical and comprehensive; entrepreneurs can explain, expand and strengthen the narrative views and tactics of enterprises in crisis management through “strengthening” narratives, and form. “interaction” with corporate narratives through four types of paths, which are finally refined the Enhanced Interaction Model of Narrative Tactic of enterprises and entrepreneurs in corporate crisis management, and put forward the countermeasures and suggestions for enterprises and entrepreneurs in crisis management.