恒大信任危机的形成及其跨越：基于事件系统理论的案例研究
摘要
自2020年起黑天鹅事件新冠疫情对我国企业持续三年的影响下，我国经济整体
低迷，在此大环境影响下，企业发展本就处于艰难时期，在企业发展过程中危机不可
避免，这就要求企业的决策层要具有防微杜渐的危机意识，企业是具有组织层级的且
动态发展的实体，而事件系统理论符合其动态研究的特点，且融合企业信任危机与事
件系统理论的研究还较少且无定论，所以开展基于事件系统理论的企业信任危机的案
例研究具有重要性和紧迫性。
本文以具有典型性和代表性的恒大企业为单案例纵向研究对象，以案例分析法和
内容分析法为研究方法，使用Nvivo12软件对搜集的恒大二手数据进行质性分析，识
别出2015年至2022年1月引发恒大危机的关键事件，并提炼出恒大地产、三棵树商
票兑付和恒大财富理财产品三个关键事件链，对其基于事件系统理论研究并勾画事件
链的发展脉络图，深入探究恒大与利益相关者之间信任关系的演变，分析得出是由于
恒大组织层面未重视其已浮现的危机、积极采取措施甚至仍执行与大环境不相适宜的
发展战略，导致其信任危机叠加，从而将信任危机扩散至环境层。依据前文案例分析
的结果，针对性的提出了恒大信任危机计算型至了解型的跨越需做到真诚公开透明的
态度、及时更新其产品交付信息和完善公司的监管制度，而恒大信任危机了解型至认
同型的跨越需要企业传递其正向的信任文化以及与利益相关者产生共同体的关联性，
对此，笔者构建了恒大信任的跨越模型。
基于对恒大信任危机的研究，本文得出企业要重视且积极的发展与利益相关者的
信任关系，尽可能的避免破坏信任关系的行为发生及要规范自身行为、树立正确的价
值观、主动承担社会责任的启示，以期为其他类似企业避免陷入信任危机及身陷信任
危机中如何走出困境、化危为机提供启示和借鉴。
关键词：恒大；信任危机；事件系统理论
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恒大信任危机的形成及其跨越：基于事件系统理论的案例研究
ABSTRACT
Since 2020, under the influence of the Black Swan Incident and COVID-19 Epidemic
on Chinese enterprises for three years, China's economy as a whole has been in a downturn.
Under the influence of this big environment, the development of enterprises is in a difficult
period, and the crisis is inevitable in the process of enterprise development. This requires
the decision-making level of enterprises to have a sense of crisis prevention. Enterprises
are entities with organizational level and dynamic development, and the event system
theory conforms to the characteristics of its dynamic research. Moreover, the research on
the integration ofenterprise trust crisis and eventsystem theory is stillfew and
inconclusive.
In this paper, the typical and representative Evergrande enterprises are taken as the
longitudinal research object of a single case, case analysis and content analysis are used as
research methods, and the collected second-hand data of Evergrande is qualitatively
analyzed by using Nvivo12 software, and the key events that triggered the crisis of
Evergrande from 2015 to January 2022 are identified, and three key event chains, namely
Evergrande Real Estate, Sanshu Commercial Ticket Payment and Evergrande Wealth
Management Products, are extracted. Based on the event system theory, it studies and
sketches the development venation diagram of the event chain, and deeply explores the
evolution of trust relationship between Evergrande and stakeholders. The analysis shows
that Evergrande's organizational level did not pay attention to its emerging crisis, actively
took measures, and even implemented the development strategy that was not suitable for
the big environment, which led to the superposition of its trust crisis, thus spreading it to
the environmental level. According to the results of the previous case analysis, it is pointed
out that Evergrande needs to be sincere, open and transparent, update its product delivery
information and improve the company's supervision system, while Evergrande's trust crisis
understanding type needs enterprises to convey its positive trust culture and create
community connection with stakeholders. Therefore, the author constructs Evergrande's
trust spanning model.
Based on the research of Evergrande's trust crisis, this paper draws a conclusion that
enterprises should pay attention to and activelydevelop the trust relationship with
stakeholders, avoid the behaviors that destroy the trust relationship as much as possible,
standardize their own behaviors, establish correct values and take the initiative to take
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