Research On Brand Coping Strategies Of Internet Public Opinion Crisis

In recent years,the mobile Internet has experienced a period of rapid development.The development of new media technologies represented by Weibo,WeChat and short video has provided conditions for the emergence of a large-scale and powerful brand network public opinion crisis.As a result,the current public sentiment crisis against brands is frequent,and it is difficult for enterprises to cope with the public opinion crisis.increase.The main purpose of this paper is to study how the brand responds to the online public opinion crisis in the current online media environment and minimizes its impact on the brand.This paper defines the core concepts of network public opinion,network public opinion crisis,brand network public opinion and so on through literature research,and sorts out the related issues such as public opinion development stage,research and judgment process,and evaluation system.After that,this paper gives an overview of the causes,communication factors and communication characteristics of the brand network public opinion crisis,and summarizes some problems existing in the current brand network public opinion response.On the basis of theoretical combing,this paper selects the typical case of "Drip drop event" for empirical research.The first is the macroscopic big data quantitative analysis.With the "Sina lyrics big data platform",the data mining,classification,statistics and analysis of the whole sample are carried out,and the macro-level overall layer is faced with the detailed interpretation of the brand network public opinion crisis.After that,it is the content analysis of micro-sampling information,taking samples from hot spot information,and drawing on the public opinion analysis system of other scholars.After literature review and empirical research,this paper draws the new treatment time of the brand network public opinion crisis and the new labeling of the brand image of the brand,and proposes targeted countermeasures for the response of the brand network public opinion crisis.