Research On The Communication Of Entrepreneur's Image Crisis In Social Media Era

As the individual label of the enterprise,the entrepreneur becomes the natural spokesperson of the enterprise,its image is related to the enterprise image,and the entrepreneur gradually becomes the symbol and pronoun of the enterprise while shaping his own image,but with the increase of media exposure,Entrepreneurs and enterprises are also faced with the situation of "prosperity,loss and loss," that is,high-quality image of entrepreneurs can bring economic benefits to enterprises,and negative exposure of entrepreneurs will also be implicated in the decline of corporate brand reputation.Especially in the age of social media,the characteristics of social media have greatly changed the way of audience's information participation and communication status,resulting in complicated opinions and more difficult crisis management in crisis communication,and put forward higher requirements for coping with crisis of entrepreneur image.However,through the literature review,it is found that the current research on entrepreneur image in China focuses more on how to construct the entrepreneur image and improve the relationship between the entrepreneur and the enterprise,However,it is not enough to study the crisis of entrepreneur image from the perspective of communication.Therefore,from the perspective of theory and practice,it is of certain value to discuss the crisis spread of entrepreneur image in the age of social media.In the age of social media,what are the new characteristics of entrepreneur crisis type,mode of communication and development of crisis public opinion? What are the problems and deficiencies of entrepreneurs in crisis response strategies? How should entrepreneurs adopt crisis response strategies to eliminate negative effects,maintain and rebuild their own media image? These are all issues that entrepreneurs need to consider in the face of an image crisis.First of all,this study summarizes the literature on entrepreneur and crisis communication,summarizes the evaluation system and dimension factors of entrepreneur image,and finds that there are few researches on entrepreneur image crisis communication,which also provides an opening space for this study.Secondly,the author summarizes the crisis events of entrepreneur image in the past three years,and analyzes the crisis types of entrepreneur image in social media environment,as well as the new characteristics and trends of crisis communication.Then,using the case analysis method and the text analysis method,combined with the author analyzes two typical cases of "Liu Qiangdong suspected sexual assault case" and "New Town Holding Black Swan," and summarizes the development of public opinion in the crisis of entrepreneur image.The characteristics,coping strategies and coping effects of crisis transmission;Based on the situation crisis communication theory and the crisis communication model of social media medium,this paper analyzes the shortcomings of the crisis communication of entrepreneur image in the age of social media,and finds that the problem can be attributed to the neglect of image maintenance by subjective consciousness.The concrete action lacks the strength,the mechanism construction needs to perfect three levels;Finally,the strategy of coping with the crisis of entrepreneur image is optimized.