| 以下仅列出文章摘要、提纲简介，如需获取全文阅读权限，或原创定制、长期合作，请随时联系。 微信QQ:312050216 |
 |
 |
| 品牌的网络舆情危机诱因及应对策略研究 摘 要 近年来，在网络环境中爆发的品牌危机不再是简单的公关危机事件，而是演变成网络舆情裹挟下的网络舆情危机事件，其发展由普通公众情绪主导，传播力与破坏力极强。然而许多企业品牌在危机应对上仍保持原有的固化思维，其应对策略不仅效果甚微有的甚至适得其反。因此，本文选取近三年网络舆情反响强烈的30件品牌危机事件作为样本，以此为基础进行数据收集与整理，梳理品牌应对网络舆情危机的现状，分析品牌在网络舆情危机应对中的普遍态度及存在的问题，通过定量研究找寻引发品牌危机的内部原生诱因和外部环境诱因，以舆论学理论为主要依据，结合传播学、公共关系学、心理学等相关知识提出品牌在网络舆情危机中的应对策略，即控制信息传播的策略、沟通舆论主体的策略和化解源头影响的策略，使舆论引导成为网络舆情危机应对的有力臂膀。 关键词：品牌危机；网络舆情危机；舆论学；舆论引导 Abstract In recent years, the brand crisis that broke out in the online environment is no longer a simple public relations crisis,but has evolved into an online public opinion crisis under the influence of online public opinion. Its development is dominated by general public sentiment,and its communication and destructive power is extremely strong. However, many corporate brands still maintain their original solidified thinking in crisisresponse, and their response strategies are not only ineffective and even counterproductive. Therefore, this article selects 30 brand crisis events with strong responses to online public opinion in the past three years as samples, and collects and organizes data based on this,sorts out the status quo of brands in online public opinion crisis, and analyzes the prevalence of brands in online public opinioncrisis response Attitudes and existing problems, through quantitative research to find the internal and external incentives that trigger the brand crisis, based on the theory of public opinion, combined with relevant knowledge of communication, public relations, psychology, etc., proposed the brand's role in the online public opinion crisis Coping strategies, that is,strategies for controlling information dissemination,strategies for communicating with the main body of public opinion, and strategies for dissolving the source of influence, make public opinion guidance a powerful arm for responding to a crisis of online public opinion. keywords：Brand crisis; Internet public opinion crisis;Public Opinion Subject; Public opinion guidance 目 录 中文摘要 ……………………………………………………………………………Ⅰ Abstract ……………………………………………………………………………Ⅱ 绪 论 ……………………………………………………………………………1 一、品牌在网络舆情危机中的现状…………………………………………10 （一）品牌在网络舆情危机中的普遍态度 ……………………………………10 （二）品牌在网络舆情危机中普遍存在的问题 …………………………………11 （三）品牌在网络舆情危机中应对不当造成的影响 ……………………………13 二、品牌的网络舆情危机诱因 ………………………………………………16 （一）品牌内部原生诱因 …………………………………………………………16 （二）品牌外部环境诱因 …………………………………………………………18 三、品牌在网络舆情危机中的应对策略 …………………………………21 （一）控制信息传播的策略 ………………………………………………………23 （二）沟通舆论主体的策略 ………………………………………………………26 参考文献 …………………………………………………………………………30 致 谢 …………………………………………………………………………32 |
