Research On Risk Prevention And Control Of Enterprise Internet Advertising Public Opinion

Internet advertising has the advantages of instantaneity,wide spread,high accuracy and strong interaction among the audience,which is an important weapon for enterprises to implement modern media marketing strategy.In 2021,the size of China’s advertising market is about 1.160 billion yuan,of which the Internet advertising market is about 655 billion yuan,accounting for nearly 65%.In recent years,with the in-depth development of Internet advertising,there are not a few incidents that Internet advertising causes public opinion disputes and eventually evolves into public opinion crises.The negative public opinion crisis caused by Internet advertising has the characteristics of wide spread and complicated contents,and the impact is uncertain and harmful,which may damage the brand reputation and corporate image at the least,or affect the survival and development of enterprises at the most.Therefore,in addition to avoiding the risk of Internet advertising policies and regulations,the risk of negative public opinion caused by Internet advertising in the field of public opinion should not be underestimated.This paper takes Internet advertising public opinion as the research object,selects typical Internet advertising public opinion crisis events in the past three years as the research sample,and sorts out the practical problems and objective deficiencies existing in the risk prevention and control of Internet advertising public opinion in China.Public opinion theory as the main,combined with the basic principle of risk management theory of advertising,using literature research,case analysis,content analysis and other research methods,explore the Internet public opinion risk factor and the main performance,on the basis of constructing public opinion risk assessment system,to build a typical case,to explore the Internet advertising public opinion risk control path.In order to provide reference for enterprises to prevent the risk of Internet advertising public opinion,in order to improve the ability of enterprises to respond to Internet advertising public opinion,promote the benign development of Internet advertising industry.