【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。更多还原

【Abstract】 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.更多还原