企业负面网络舆情对策研究
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摘要
负面网络舆情给很多企业带来了不同程度的危害,如利润流失、品牌声誉受损甚至破产;因此,如何有效的处理负面网络舆情危机成为企业生存和发展的重大课题。本文探讨了网络舆情问题的研究现状和面临现状,提出基于企业负面网络舆情的六大构成要素即网络、事件、网民、情感、传播互动、和影响力的分析基础。利用分析基础识别出企业负面网络舆情危机的5个关键因素即企业对负面网络舆情的发展认知程度、企业品牌形象的重视度、组织文化渗透度、建立舆情系统的资金投入度和舆情管理机制体系。在此基础上,又进一步得到了企业应对负面网络舆情问题的3个具体对策即舆情危机事前预防策略、舆情危机事中应对策略、舆情危机事后修复策略。
At present, the negative internet public opinion bring different degree of harm a lot of enterprise, such as loss of profits, brand reputation and even bankruptcy. Therefore, how to effectively deal with negative internet public opinion crisis has become a major issue for the survival and development of enterprises. This paper discusses the research status and present status of internet public opinion, proposes the analysis framework of negative internet public opinion, among them, the generate of the analysis framework is based on the six elements, that is network, events, net citizen, emotion,communication interaction and influence. The five key factors of negative internet public opinion crisis are identified by use of the analysis framework, that is enterprise to the cognition degree of the negative internet public opinion, the emphasis of the enterprise brand image, organization culture penetration, the funding profile which is used to establish the public opinion system and the management mechanism system of the public opinion. On this basis, further we get the three concert countermeasures of enterprise cope with the negative problem of internet public opinion, that is the beforehand prevention strategies of the public opinion crisis, the coping strategies of the the public opinion crisis, the afterwards repair strtegy of the public opinion.
At present, the negative internet public opinion bring different degree of harm a lot of enterprise, such as loss of profits, brand reputation and even bankruptcy. Therefore, how to effectively deal with negative internet public opinion crisis has become a major issue for the survival and development of enterprises. This paper discusses the research status and present status of internet public opinion, proposes the analysis framework of negative internet public opinion, among them, the generate of the analysis framework is based on the six elements, that is network, events, net citizen, emotion,communication interaction and influence. The five key factors of negative internet public opinion crisis are identified by use of the analysis framework, that is enterprise to the cognition degree of the negative internet public opinion, the emphasis of the enterprise brand image, organization culture penetration, the funding profile which is used to establish the public opinion system and the management mechanism system of the public opinion. On this basis, further we get the three concert countermeasures of enterprise cope with the negative problem of internet public opinion, that is the beforehand prevention strategies of the public opinion crisis, the coping strategies of the the public opinion crisis, the afterwards repair strtegy of the public opinion.
引文
[1]2018年中国网民规模达8.29亿,网购用户规模达6.1亿[EB/OL].(2019-02-28)[2019-03-18].https://finance.sina.com.cn/stock/hkstock/ggscyd/2019-02-28/doc-ihrfqzkc0020064.shtml.
[2]国家统计局.我国总人口为13亿9 538万人[EB/OL].(2019-01-25). http://www.stats.gov.cn/tigz/spxw/k431_1647838.html.
[3]黄速建.现代企业管理—变革的观点[M].北京:经济管理出版社,2002:177-185.
[4]江舟.互联网行业反垄断规制的挑战与建议:以奇虎360与腾讯QQ案为例[J].未来与发展,2019(1):29-32.
[5]杨帅,白海城.基于学习分析理论的“互联网+”时代成人个性化自主学习模式探究[J].未来与发展,2019(3):72-75.
[6]清博舆论.2018年上半年企业舆情报告出炉:这些企业该上上舆情课了![EB/OL].(2018-06-07)[2019-03-18].http://www.sohu.com/a/234371872_114751.
[7]彭赓,熊烨明.基于演化博弈的企业应对微博负面舆情策略研究[J].软科学,2016,30(8):101-106.
[8]蒋运通.企业经营战略管理[M].北京:企业管理出版社,2001(7):132-187.
[9]肖丽妍,齐佳音.基于微博的企业网络舆情社会影响力评价研究[J].情报杂志,2013, 32(5):5-10.
[10]林芹,郭东强.企业网络舆情传播的系统动力学仿真研究:基于传播主体特性[J].情报科学,2017(04):57-63.
[11]吴璇,田高良,司毅,等.网络舆情管理与股票流动性[J].管理科学,2017,30(6):51-64.
[12]胡晶.网络舆情对企业思想政治工作的影响及对策分析[J].企业导报,2012(13):194-195.
[14]董德兵,宿亮.网络舆论特点现状及引领途径[J].党政干部学刊,2009(8):60-61.
[15]栗兴维,李剑欣.企业网络舆论管理理念与引导策略:以非正式组织为例[J].河北经贸大学学报:综合版,2017,17(1).
[16]Zeng Jianping, Zhang Shiyong. Predictive Model for Internet Public Opinion[C].Fourth of International Conference on Fuzzy System and Knowledge Discovery.[S.1.]:IEEE Computer Press,2007:7-11.
[17]艾媒舆情2018中国企业品牌网络舆情监测运行状况白皮书[EB/OL].(2018-07-16)[2019-03-18].http://www.iimedia.cn/61841.html.
[18]洪宸.中国企业舆情应对能力与声誉风险管理[R].人民网舆情监测室,2010.
[19]姜胜洪.网络舆情热点的形成与发展现状及舆论引导[J].学术论坛理论月刊,2008(4):34-36.
[20]邢以群,叶王海.企业文化演变过程及其影响因素探析[J].浙江大学学报:人文社会科学版,2006,36(2):5-11.
[21]何莲.食品安全网络舆情应对[J].农村经济,2014(1):18-20.
[22]赵子剑,王淼.时代大中型企业网络舆情监测机制探讨:舆情监测在网络危机处理中的应用[J].观察,2010(5):12-17.
[23]屈伟,周颖.决胜碎片化时代的舆情监测[J].中外管理,2015(2):100-100.
[24]郑晓静.红麦软件掘金舆情监测:访红麦聚信软件技术有限公司创始人屈伟[N].中国经济时报,2012-02-17(12).
[25]洪宸.中国企业舆情应对能力与声誉风险管理[R].人民网舆情监测室,2010.
[26]曾润喜.我国网络舆情研究与发展现状分析[J].图书馆学研究,2009(8):2-6.
[27]李洪彬.企业应对网络舆情的管理机制研究[D].合肥:安徽大学,2012:1-5.
[28]曹远亮,柳炳祥,熊一兵.网络舆情监测在企业危机管理中的应用[J].法制与社会,2010(5):204-205.
[2]国家统计局.我国总人口为13亿9 538万人[EB/OL].(2019-01-25). http://www.stats.gov.cn/tigz/spxw/k431_1647838.html.
[3]黄速建.现代企业管理—变革的观点[M].北京:经济管理出版社,2002:177-185.
[4]江舟.互联网行业反垄断规制的挑战与建议:以奇虎360与腾讯QQ案为例[J].未来与发展,2019(1):29-32.
[5]杨帅,白海城.基于学习分析理论的“互联网+”时代成人个性化自主学习模式探究[J].未来与发展,2019(3):72-75.
[6]清博舆论.2018年上半年企业舆情报告出炉:这些企业该上上舆情课了![EB/OL].(2018-06-07)[2019-03-18].http://www.sohu.com/a/234371872_114751.
[7]彭赓,熊烨明.基于演化博弈的企业应对微博负面舆情策略研究[J].软科学,2016,30(8):101-106.
[8]蒋运通.企业经营战略管理[M].北京:企业管理出版社,2001(7):132-187.
[9]肖丽妍,齐佳音.基于微博的企业网络舆情社会影响力评价研究[J].情报杂志,2013, 32(5):5-10.
[10]林芹,郭东强.企业网络舆情传播的系统动力学仿真研究:基于传播主体特性[J].情报科学,2017(04):57-63.
[11]吴璇,田高良,司毅,等.网络舆情管理与股票流动性[J].管理科学,2017,30(6):51-64.
[12]胡晶.网络舆情对企业思想政治工作的影响及对策分析[J].企业导报,2012(13):194-195.
[14]董德兵,宿亮.网络舆论特点现状及引领途径[J].党政干部学刊,2009(8):60-61.
[15]栗兴维,李剑欣.企业网络舆论管理理念与引导策略:以非正式组织为例[J].河北经贸大学学报:综合版,2017,17(1).
[16]Zeng Jianping, Zhang Shiyong. Predictive Model for Internet Public Opinion[C].Fourth of International Conference on Fuzzy System and Knowledge Discovery.[S.1.]:IEEE Computer Press,2007:7-11.
[17]艾媒舆情2018中国企业品牌网络舆情监测运行状况白皮书[EB/OL].(2018-07-16)[2019-03-18].http://www.iimedia.cn/61841.html.
[18]洪宸.中国企业舆情应对能力与声誉风险管理[R].人民网舆情监测室,2010.
[19]姜胜洪.网络舆情热点的形成与发展现状及舆论引导[J].学术论坛理论月刊,2008(4):34-36.
[20]邢以群,叶王海.企业文化演变过程及其影响因素探析[J].浙江大学学报:人文社会科学版,2006,36(2):5-11.
[21]何莲.食品安全网络舆情应对[J].农村经济,2014(1):18-20.
[22]赵子剑,王淼.时代大中型企业网络舆情监测机制探讨:舆情监测在网络危机处理中的应用[J].观察,2010(5):12-17.
[23]屈伟,周颖.决胜碎片化时代的舆情监测[J].中外管理,2015(2):100-100.
[24]郑晓静.红麦软件掘金舆情监测:访红麦聚信软件技术有限公司创始人屈伟[N].中国经济时报,2012-02-17(12).
[25]洪宸.中国企业舆情应对能力与声誉风险管理[R].人民网舆情监测室,2010.
[26]曾润喜.我国网络舆情研究与发展现状分析[J].图书馆学研究,2009(8):2-6.
[27]李洪彬.企业应对网络舆情的管理机制研究[D].合肥:安徽大学,2012:1-5.
[28]曹远亮,柳炳祥,熊一兵.网络舆情监测在企业危机管理中的应用[J].法制与社会,2010(5):204-205.