Research On H Group's Network Public Opinion Judgment And Response Strategy Under The Environment Of Self Media

With the development of science and technology,the increasingly mature and comprehensive network coverage of China's network technology,the popularization of intelligent devices,the emergence of various application websites and application software,provide technical support for the rapid spread of public opinion on the network.In modern society,with the improvement of people's consciousness of safeguarding rights,more and more people turn "consciousness" into "action",and more people choose to speak for "themselves" on the Internet.The emergence of self media application software and technology provides a place for people to "happen" in self media.When the self-Media and public opinion are combined,the convenience of information acquisition and communication tools makes the self-Media network public opinion spread rapidly,abruptly and seriously damaged.Since the media network public opinion for an enterprise's brand and image damage is immeasurable,serious may lead to the end of a brand.For an enterprise,its brand and image are the intangible assets of the enterprise,and are the essential prerequisite for its long-term development.Therefore,how to reduce the negative impact of network public opinion in the context of self media is a subject that enterprises must master today.Based on the historical data of H Group's public opinion development,the questionnaire analysis of H Group's users,the typical cases of H Group's network public opinion in recent years,combined with H Group's existing network public opinion management system and the factors affecting H Group's network public opinion,this paper analyzes the characteristics and trends of network public opinion in the current self media environment,combined with customer satisfaction theory and crisis management theory,for H group The existing network public opinion management system of the group is analyzed and studied to find out the problems existing in the network public opinion management of group H and put forward the optimization strategy for the public opinion management of group H.The first chapter is the introduction,which mainly introduces the research background,research significance,research status at home and abroad,as well as the research methods and ideas of this paper.The second chapter mainly introduces the related theoretical concepts,the concept and characteristics of self media;the concept and related basic theories of network public opinion;the concept,characteristics and trends of self media network public opinion;crisis management theory and customer satisfaction.The introduction of theoretical concepts is mainly to provide theoretical support for the follow-up research.The third chapter mainly introduces H group,the public opiniondevelopment of H group in recent 10 years,and the existing public opinion management system of H group.The fourth chapter is the analysis of the influencing factors of H Group's network public opinion.Through the questionnaire survey and the typical cases of H Group's network public opinion in recent years,the problems of H group are analyzed.The fifth chapter puts forward the optimization strategy of network public opinion research and response in the follow-up self media environment.This paper analyzes the concept and characteristics of self media,related theories of network public opinion,crisis theory and customer satisfaction theory,as well as the existing management system of H group,the actual historical public opinion data analysis of H group,the user questionnaire survey analysis of H group,the actual network public opinion case analysis of H group,and analyzes and expounds the theory and the existing actual situation of H group,It has practical value and guidance for H group to reduce the negative impact of network public opinion on H group in monitoring,early warning,judgment,response and later response under the background of self media.