Research On Enterprise Crisis Image Restoration Strategies And Media Efficiency Under The New Media Environment

New media environment must accompany the new crisis form.In the new media communication environment,one thing can become the focus of public opinion in the network and the rapid spread of the network and the common concern of Internet users.In the event of crisis,the organization can bring serious threat to the organization image,survival and development in the shorter time.Image is an intangible asset of an enterprise.In the process of management,it is important to maintain the image of the enterprise.So for is in the midst of the crisis of the enterprise,in the process of crisis management,adopt what kind of crisis communication strategies and public communication,in the image,use what kind of repair strategies to repair the image,in particular the spread of the environment,how to select the appropriate media to disseminate crisis information is very important.Research of this paper mainly Benoit theory of image restoration and Wu yizhen stand media efficiency theory,explore the new media environment,the image restoration strategies during the process of crisis communication and communication effect.Benoit's image restoration strategy is a behavioral pattern used to repair the image of an organization's crisis in response to a crisis.The focus of this strategy is not on the stage of the crisis,but on the restoration of vulnerable corporate image after the crisis.In the case of crisis organizations,it is necessary to choose the right time to communicate with the public in a specific communication situation.In the first place,it is necessary to clarify "what to say when the crisis occurs".Wu yizhen,a scholar from Taiwan,first proposed the theory of media efficiency and designed three indicators of media effectiveness.Through the detection of these three indicators,the effect of crisis organization on crisis management was evaluated.Image restoration strategies through the crisis and media performance review of relevant literature,this paper puts forward three research questions: one,in the crisis event,adopted the Letv image restoration strategies? Second,in the crisis of Letv processing of "Zhou Hang",how did the mass media communicate in crisis communication? Third,in the course of Letv crisis,what is the possible reason for the public feedback on Letv's image restoration strategy?In this paper,the first question of this paper is the response to Letv's official response and the presentation of the crisis image restoration strategy in the Letv crisis report by six authoritative news websites.In response to the second question raised in this paper,the paper makes a reference to the news sources of Letv crisis in the same period and the evaluation of the report.Finally,through the statistics and analysis of weibo,We Chat and the netizens' attitude and opinions on this event,the third question is proposed in this paper.This thesis is divided into five parts: the first part mainly includes the research background and significance of this paper,the research question and methods as well as the innovation place,at the same time in the first part of the theory of this paper and review the current research;The second part introduces the design of this study,including sample selection,selection of cases,research ideas and steps,etc.The third part is the focus of this research,mainly to explore the image restoration strategy used in the crisis.The fourth part is the research of the media effectiveness,through the media's adoption of crisis organization sources and the report evaluation to assess the organization's crisis communication effect.Finally,the conclusion of this paper is obtained.In this paper through six authoritative news website and social media such as weibo,micro letter to music depending on the comparison of crisis event reports,analysis in the new media environment depending on the effect of the crisis communication,and through the analysis of the net friend evaluation and attitude,analysis under the environment of new media organizations in crisis should consider the influence of the factors in the process of image restoration.