Research On The Generation Mechanism And Solution Of Enterprise Public Opinion Risk In Sina Weibo

In recent years,public opinion events involving personal safety,enterprise,education,Internet Governance and so on are in the majority.The public opinion of enterprises has been increasing year by year.The types of enterprises involved have also been expanded from the original traditional enterprises to the multiple subjects including traditional enterprises,Internet enterprises,and Internet plus enterprises.Enterprises gradually become one of the main bodies of public opinion in the network society.This paper takes the risk of corporate public opinion in Sina Weibo as the research object,and selects 30 typical cases of corporate negative public opinion in 2017-2019.Through case analysis,literature,statistical analysis and other research methods,combined with the relevant data of Zhiwei,micro hot spots and public opinion data center of people.cn,this paper analyzes the manifestation,harm and generation mechanism of public opinion risk of enterprises by using risk communication theory,social amplification framework of risk,stakeholder theory,etc.,based on which the risk assessment system of public opinion of enterprises is constructed Put forward the ways to solve the risk of public opinion.Through case analysis,it is found that: 1.The spread of corporate public opinion risk is prone to multiple peaks;2.The public opinion risk of people's livelihood enterprises is frequent;3.Multinational enterprises in China are often trapped in negative public opinion vortex;4.Vulnerable groups are prone to trigger corporate public opinion risk;5.The frequency of intervention is positively correlated with the sensitivity of events;6.The impact of events is positively correlated with the duration of public opinion.The spread of public opinion risk will have different degrees of negative impact on corporate brand image,government credibility,media agenda setting and citizens' correct decision-making.From the four aspects of public opinion subject,public opinion object,public opinion noumenon and public opinion carrier,this paper reveals the formation mechanism of public opinion risk of enterprises.On this basis,the HHM framework of public opinion risk of enterprises is constructed,and 24 risk items are identified.Combined with AHP and ABC classification,24 risk factors were rated,and 13 risk factors of a(high risk)and B(moderate risk)were selected,They are public opinion guidance ability,public opinion early warning,timeliness of public response,public opinion monitoring,public opinion research and judgment level,government decision-making ability,Internet users' attention,degree of connection with public interests,participation of opinion leaders,diffusion degree,public opinion volume,Internet users' emotions and Internet users' attitudes.Taking the risk factors listed above as the key points of risk management,AHP and FCE are used to construct a fuzzy analytic hierarchy process to evaluate the early warning level of public opinion risk of enterprises.The comprehensive evaluation results show that the final score is 74.0762,presenting a "high risk" result,which confirms the importance of research and management of public opinion risk of enterprises.Combined with the above research findings,from the five aspects of government,enterprises,media,opinion leaders and the public,this paper puts forward ways to resolve the risk of corporate public opinion,in order to give some enlightenment to the future management of corporate public opinion risk.