Research On Public Opinion Management For Airlines Based On Social Responsiblity

Currently, airlines are experiencing unprecedented stress caused by public opinion due to the development of network technology. Increasing occurrence of public opinion undoubtedly shake the reputation and brand value of airlines, which is largely associated with customers' choice and will ultimately have effect on profit earning. Airlines pay more and more attention to public opinion management. Struggling to cope with controlling of the effect, Airlines bear the adverse impact due to the improper action.Under the background mentioned above, this paper employs the stakeholder theory, contract theory, corporate culture theory and the crisis theory to explore the causes of multiple public opinion crises from the perspective of social responsibility. Further on, this thesis unfolds its analysis on cases of public opinion that occurred in recent three years, based on which it summarizes the characteristics of public opinion in airlines. It is mentioned that the fundamental reason of bursting of public opinion is the lack of duty. Airlines should know the meaning of public opinion and deal with it properly. It is recommended to build a strategic public opinion management system based on social responsibility. Confronting public opinion is not only taking an active role but also thinking on the stakeholder's side. It is important to adhering to moral rule in the process of dealing with public opinion and studying the experience to promote. Aiming to ensure the sustainable development of airlines, this paper provides them with proper guidance in making good use of public opinion and solving crisis.