The Evolution Of Enterprise Negative Network Public Opinion Based On Multi-dimensional Attribute Analysis And Coping Strategy Research

With the continuous development of Internet communication technology and the continuous expansion of the scale of netizens,the Internet has become an important tool for people to obtain,publish and exchange information in contemporary society.The influence of negative online public opinion of enterprises is also different from traditional media channels such as newspapers and television,and the characteristics of public opinion communication have undergone tremendous changes.Enterprise negative public opinion information can be quickly disseminated and spread on the Internet,bringing major challenges to enterprises to deal with negative public opinion.Based on the social multi-dimensional attributes of network public opinion,this paper analyzes the evolution of negative network public opinion of enterprises,and explores the public opinion emotions and public opinion themes at different time nodes of public opinion.Help enterprises more comprehensively understand the nature and evolution characteristics of negative network public opinion,and make timely and scientific response measures according to the characteristics of different stages of negative network public opinion of enterprises to minimize the losses caused by negative public opinion of enterprises.The research content of this article is as follows.Firstly,this article takes negative online public opinion of enterprises as the research object,and proposes the research method and content based on relevant theories and literature research.Through the analysis methods of social attributes and information science,a model for the evolution of negative online public opinion of enterprises is constructed.The model is based on the deep analysis of negative online public opinion of enterprises from three social attributes:emotion,content,and time,Research on emotional attributes through public opinion sentiment analysis,content attributes through public opinion theme mining,and time attributes through public opinion evolution research.Secondly,this article selects Weibo platform as the data source for empirical research on negative online public opinion of enterprises.By cleaning the data,a comment dataset for empirical analysis is obtained.The empirical analysis process explains the reasons for case selection and traces the event process.Based on the model,the dataset is analyzed for emotional evolution using naive Bayesian sentiment classification method to achieve research on the emotional attributes of online public opinion,Research on public opinion content through K-means clustering method for topic evolution analysis.Finally,the evolution characteristics of negative online public opinion in enterprises are summarized and summarized,and based on the above research,the characteristics of different stages of negative online public opinion in enterprises are excavated.For the incubation period,outbreak period,extension and decline period,combined with public opinion dissemination theory and online public opinion governance theory,strategies for responding to negative online public opinion in enterprises are proposed.This paper concludes that enterprise negative network public opinion presents different characteristics at each stage,and during the outbreak period,enterprise negative network public opinion spreads quickly and is highly destructive;During the spreading period,the negative network public opinion events of enterprises continue to ferment,which is easy to form derivative events;During the repeated period,the negative network public opinion of enterprises is easy to stimulate the emotions of netizens again,causing secondary harm to enterprises;During the recession period,the attention of enterprises’ negative online public opinion decreases,but there are characteristics of long-tail effect.According to the characteristics of negative network public opinion of enterprises,this paper proposes different coping strategies for each stage,and enterprises need to respond quickly and actively assume responsibility during the outbreak stage.Continue to monitor network public opinion during the spread period to prevent recurrence;Refuting rumors in time during the repeated period,and not rushing to restore the image;Consolidate achievements during recession phases,review events and reshape corporate image.