Research On Information Dissemination And Management Strategies Of Network Public Opinion Of Real Estate Enterprise Under The New Media Environment

With the popularity of the Internet and the development of new media in China,the Internet has gradually become the main carrier of information dissemination and an important platform for the expression of public opinion.According to relevant statistics,as of June 2019,the number of Internet users in China reached 854 million,of which mobile phone users accounted for 99.1%.More and more netizens are participating in the management of social affairs on new media platforms such as WeChat and Weibo through tools such as mobile phones and iPads.Under the new media environment,information dissemination has the characteristics of fast speed,diverse ways,and strong interactivity.It not only facilitates enterprises to carry out brand publicity,but also puts forward higher requirements for their ability to cope with the crisis of online public opinion.If an enterprise cannot effectively respond to online public opinion,it will evolve into a crisis event,damaging the image and credibility of the brand,and thus influence the normal production and operation activities and long-term development of the enterprise negatively.Real estate enterprises are important market players in China's real estate market,and their behaviors have a direct impact on people's livelihood and social harmony and stability.Therefore,the hot events of real estate companies can easily attract the attention of netizens on the Internet.In recent years,there have been frequent hotspot incidents in real estate companies,such as Country Garden's deep trap in the "quality drama" and some real estate agents manipulated housing prices.After the hotspot incident,all kinds of mixed information fermented on the network,which not only made it more difficult for real estate companies to guide public opinion,but also hindered the healthy and orderly development of the real estate market.Therefore,under the new media environment,it is particularly important to strengthen the research on the connotation and characteristics,communication elements,and communication mechanisms of real estate companies 'online public opinion,and then to improve the real estate companies' online public opinion management capacity.To sum up,firstly,based on the analysis of the current status of Internet public opinion research at home and abroad,this article first defines relevant concepts of real estate enterprise network public opinion management under the new media environment,and clarifies the connotation and extension of the research object.Secondly,from the network public opinion communication elements,communication motivation and driving force of public opinion communication,the qualitative analysis of the communication mechanism of real estate enterprises' online public opinion in the new media environment was carried out,and the elements,main communication motivations and driving forces of online public opinion communication of the real estate enterprises were clarified,Which laid the foundation for the construction of a system dynamics model of real estate enterprise network public opinion propagation.Thirdly,a system dynamics model of real estate enterprise network public opinion propagation based on Weibo was established to determine the causal loop diagram and stock flow diagram of the evolution of network public opinion.Through analytichierarchy process,expert interviews,questionnaires and other methods,the relationship between constants and variables in the system is determined,and the impact of different factors on the evolution of the network public opinion of real estate companies is analyzed in conjunction with specific cases.Finally,according to the above research content,from management structure,management capacity and full life cycle management to put forward suggestions to enhance the real estate enterprise management performance of public opinion in the new media environment.