The Exploration And Analysis To The Enterprise's Strategy Of Management Of Topic For Discussion By Media

The media in the management of topic for discussion occupies an intermediary position which holds the balance on the enterprises themselves and the public aimed by the enterprises, is an important and indispensable tool when the enterprises make the management of discussion questions. Enterprises can use the media as an important tool to detect related issues, after that the media can make the relative strategy, through influencing the media agenda and then influencing on the public agenda, eventually leading a common cognition among the organizing agenda, the media agenda and the public agenda.This paper takes the case of the KONKA color TV dealing with U.S. anti-dumping as an example, to explore the enterprises' media presenting strategies , analyze the success of topic for discussion and information strategies deeply ,taking a reference to other businesses or organizations. As the anti-dumping case of KONKA color TVs dealing with U.S. has significant and fresh character, it becomes the focus of media attentions and makes the media reports turn into a constructed process of the topic for discussion.In the anti-dumping management of topic for discussion process, the KONKA color TV through using a variety of flexible medium strategies, such as the IT allowance, Selecting mainstream media to guide public opinions, making behaviors with valuable news, selecting right powerful news demand spots, using cultural capital strive for the right of explanations to the events and so on, while obtained massive reports from the media, successfully influenced and has guided the media's the explanation and construction to the topic for discussion., which will transforms the industrial crisis into an opportunity of brand propaganda, and found a new idea and pattern for Chinese Enterprise in the management of topic for discussion.