Research On Network Crisis Public Relations Strategy Of Alibaba Group

With the advent of the risk society,Alibaba Group,as the head enterprise of China's Internet,is facing more and more kinds of crisis conflicts.In order to maintain the corporate image,the organization has taken a series of measures to deal with the crisis,which plays an important role in recovering the reputation and rebuilding the value of the enterprise.This paper combs the crisis events of Alibaba Group in the past five years from the perspectives of crisis source,crisis type and crisis development stage,and selects the cases with great influence of public opinion to analyze.From the perspective of crisis sources,it can be divided into crisis events originating from the internal and external of the enterprise.From the perspective of crisis types,it can be divided into three main types:crisis caused by improper speech,crisis caused by product defects,crisis caused by management loopholes.From the perspective of the stage of crisis development,it can be divided into three stages:crisis latency,crisis eruption and crisis recovery.Based on Benoit's Image Repair theory and the actual situation of Alibaba Group,the Image Repair Strategy of Alibaba Group's crisis public relations is divided into 9 specific strategies:Simple Denial at the beginning,Indirect Denial of value output,Provocation,No Response,Self-mockery Response,Punishment Response,Resumption of Pre-crisis Situation,Service Upgrade and Mortification.Through the empirical study on the effects of different strategies on public cognition,attitude and behavior,the following optimization directions and enlightenments are obtained:first,opening up the communication channel and rebuilding the community of communication;second,balancing the relationship and rebuilding the community of interest;third,rebuilding the community of value.