Abstract: In modern 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.