The Coping Strategy To Enterprise Online Public Opinion Crisis

In the era of Internet popularization, the commercial environment faced by enterprises has become much more complex and changeable. The enterprise information becomes hard to master, it even forms a network public opinion crisis. Enterprise network public opinion crisis is different from approaches dealing with traditional management crisis. Therefore, the main research question of this paper is how enterprises can effectively deal with the network public opinion crisis.This study, based on theoretical analysis and case studies, explores the enterprise’s behaviour strategy mechanism to the network public opinion crisis. Through the theoretical overview, this paper sorts out the research venation of network public opinion crisis and puts forward the more accurate concept of network public opinion crisis to distinguish it from the network enterprise crisis. It lays the foundation for the more specific strategies. In the analysis of crisis management of4R theory model and supervision and control model, and combining network public opinion crisis characteristics, this paper introduces the concept of "attention economy" and puts forward supervision-control-transformation strategy model, which is adaptable to manage the network public opinion crisis. For further evidence of the effectiveness and feasibility of the model, this paper has deepened the research by case study. According to the research, in handling and managing the crisis of network public opinion about "shampoo", Bawang International Group generally follows and conforms to the behavior supervision-control-transformation strategy model. We have drew conclusion from and reflected about the research on Bawang Group’s crisis control covering five stages of reduction, prevention, response, recovery and transformation, which also bring inspiration and reference to the actual enterprise management.