Research On Organizational Image Building Under Network Public Opinion

In the Internet era,the relationship between online public opinion and organizational image is getting closer and closer.Admittedly,organizations can use diversified media means to improve their own image,but it is undeniable that when the Internet era brings convenience to the shaping of organizational image,it will also pose challenges to organizational image.Especially with the rapid development of information media,public opinions will be formed in an instant,and the organizational image may be impacted by the public opinions generated by a certain event.Due to the particularity of organizational products and the official background of the organization itself,tobacco enterprises have become the focus of public attention.An accidental event or the unconscious behavior of individuals within the organization may become the hot topic of public opinion,which is fermented into public opinion.Once the network public opinion against the organization appears,many netizens in the society may misjudge the organization in the absence of sufficient information,and the organization’s image is likely to be seriously impacted.Therefore,it is of great significance for tobacco enterprises and state-owned enterprises in some special industries to study and analyze the challenges posed by online public opinions on the organizational image of tobacco enterprises and explore the countermeasures to build the organizational image of tobacco enterprises.This study adopts the methods of literature analysis and case analysis to study the organizational image building of tobacco enterprises under the network public opinion in five parts.The first part mainly through the domestic and foreign literature review,the existing research results are summarized and then introduced into the theme of this paper.The second part analyzes the key concepts and theoretical basis of network public opinion and organization image,interprets the core viewpoints of agenda setting theory and organization image theory,and puts forward the dimension of tobacco organization image.The third part,based on theoretical analysis,analyzes the challenges posed to the organizational image of tobacco enterprises by four typical cases of public opinions on the Internet of tobacco enterprises,including "Administrator’s Diary","charitable donation","47.5 million boxes target" and "Tobacco Academician".The fourth part analyzes the tobacco industry in its organization under the network public opinion the causes of problems and problems of image creation,summed up the monitoring means lagging behind a positive image,image transmission of a single,it is difficult to get on the Internet to recognize and deal with the network public opinion to the problem of shortage of organizational ability,and coping mechanisms are not perfect,the network limited exploitation degree,people’s understanding of the product value of curing and understanding of organizational image challenged under the network public opinion does not reach the designated position.Finally,it puts forward some countermeasures on how to build the organization image of tobacco enterprises under the network public opinion.First,establish and improve the online public opinion response mechanism.Second,enrich the forms of organizational image communication.Third,use the network to objectively display the organization image.Finally,cultivate a positive attitude towards maintaining the organization’s image.