An Analysis Of The Influence Of Network Public Opinion On Firm Performance

In the context of the rapid development of the Internet,the scale of network public opinion is getting larger and larger,and the outbreak frequency is getting higher and higher.Network public opinion is a form of expression of social opinion,which plays a role of reflecting social reality,monitoring social system and promoting social development to a large extent.For enterprises,the network public opinion also affects its development pace.Anta Sports,as a Chinese head sports brand,has experienced large-scale positive network public opinion for many times in the past two years.After public opinion,Anta Sports has accelerated its development and its market position has risen rapidly.Therefore,this thesis selects Anta Sports as the case company,starts with three positive network public opinions it has experienced,studies the impact of network public opinions on its firm performance,summarizes the experience of responding to public opinions for other Chinese sports apparel enterprises,provides suggestions for responding to public opinions,and fully grasps the dividend of positive public opinions to improve firm performance.Firstly,this thesis introduces the relevant research background,research significance,research ideas,research methods and structural framework,and reviews the relevant literature.Next,it elaborates relevant theories of network public opinion and firm performance,including the concept and characteristics of network public opinion,the concept and analysis methods of firm performance,the influence mechanism of network public opinion on firm performance and the relevant theoretical basis.Secondly,this thesis introduces the occurrence process of three network public opinions,including Xinjiang cotton event,Henan waterlogging event and winning the Gu Ailing Winter Olympics.Then it analyzes the reasons why Anta Sports has become a hot enterprise in network public opinions for many times.Thirdly,with the help of reputation theory,this thesis discusses how network public opinion affects Anta Sports’ corporate performance through corporate reputation.Then,based on the theory of resource advantage,it analyzes the advantage resources obtained by Anta Sports after experiencing three times of positive network public opinions,and how Anta Sports makes effective use of these resources to promote performance progress.Finally,the signal transmission theory explains that network public opinion will arouse the public’s attention to Anta Sports,and then supervise the management process.After studying the influence path of network public opinions on Anta Sports’ performance,this thesis adopts the event study method to discuss the market reaction of three network public opinions on Sports.Finally,it analyzes the influence of network public opinions on Anta Sports’ performance through the financial indicators of profitability,solvency,operating capacity and growth capacity,as well as the non-financial indicators of R&D innovation,market share and brand value.Through research,this thesis shows that: Network public opinion has established a positive domestic brand image of Anta Sports;Network public opinion has brought positive market reaction for Anta Sports;Network public opinion has greatly improved Anta Sports’ performance.Based on this,this thesis summarizes several enlightenments for other sports apparel brands.Firstly,enterprises should actively fulfill their social responsibilities and enhance their corporate image,so as to gain more trust and praise from consumers.Secondly,enterprises should establish a public opinion monitoring mechanism,do a good job in research,judgment and analysis,and timely deal with the risks brought by network public opinion;Third,the enterprise should create the enterprise media matrix,lead the positive public opinion,with the help of their own media publicity timely grasp the public opinion dividend;Fourth,collect network public opinion information,capture market preferences,better grasp the pulse of the market,and provide users with products closer to the market;Finally,improve the overall quality of products,enhance competitiveness,enhance market position.It is hoped that this study can enrich the existing research on the impact of network public opinion on firm performance,provide network public opinion response experience for the current Chinese sports apparel brands,encourage enterprises to actively monitor public opinion,and make full use of network public opinion to promote enterprise development.