Research On The Coping Strategies Of Internet Public Opinion Crisis In Automobile Enterprise

With the development of network technology,the penetration and interactivity of the Internet have increased,and gradually become the main media carrier for the audience to receive and transmit information.On the one hand,improve the enthusiasm and ability of netizens to participate in social affairs;on the other hand,the Internet platform becomes the source of public opinion gathering,and the difficulty of guiding enterprise public opinion is increased.As an important part of China's manufacturing industry and national economy,automobile industry plays an important role in stimulating social consumption and improving economic level.Because of the particularity of automobile products,compared with other industries,the negative public opinion of automobile industry is more concerned and sensitive in Internet users and media.In the Internet age,cars Enterprise crisis from simple,partial to complex,the overall direction of development.The number of network public opinion crisis exposed by automobile enterprises due to production,sales,after-sale and other links is on the rise.If the response is not proper,the light will affect the sales of products,and the heavy will affect the brand image and reputation of automobile enterprises endanger the survival of enterprises.Therefore,the establishment of accurate and efficient network public opinion crisis response countermeasures is an important issue that automobile enterprises need to consider.Based on the connotation of the network public opinion crisis and the theoretical basis,the article statistics the crisis of public opinion in the automobile enterprise network from 2018 to 2019,and summarizes the current situation of the public opinion crisis in the automobile enterprise network.Select the hot events of public opinion crisis in automobileenterprise network between 2018 and 2019 for a research sample,and analyze the ability of automobile enterprises to deal with the crisis of public opinion in the network.Through the study of the sample,the shortcomings existing in the current automobile enterprises in dealing with the crisis of public opinion on the network,mainly manifested in the improper words and deeds of employees,public opinion early warning,improper use of the media,ignoring consumer demands,after-treatment of misconduct in five aspects.The in-depth study of the inadequate response to the crisis of public opinion in the automobile enterprise network found that the main reasons are the uneven level of employee literacy,lack of crisis awareness,lack of coordinated response mechanism,lack of information distribution channels,and inadequate post-mortem behavior.In view of the above problems,according to the evolution mechanism of the public opinion crisis of automobile enterprise network,automobile enterprises can adopt a phased targeted early warning strategy,guidance strategy,repair strategy,and scientifically deal with the crisis of public opinion in automobile enterprise network.