Legal Consideration On The Navy Phenomenon Of The Mengniu And Yili Network Public Relations Case

With the development of the Internet, the network navy phenomenon gradually arouses people’s attention, it makes news events through the build-up and speculation on the Internet, gets the trust of the public, and guides and controls the public opinions.These problems cause the government and the society’s serious attention. Meanwhile, with the continuous driven of the commercial interests, network navy phenomenon has become even more violent. Its build-up activity is regardless of the truth, not only has a bad effect on the public trust, causes crisis of public confidence, but also brings a challenge to the government management, so it is very necessary to regulate the network navy phenomenon.This paper takes the Mengniu and Yili network public relations case caused by the network navy as an example, uses three parts to study the effective regulation means of the network navy. In the first part, we make an introduction to the basic facts of the Mengniu and Yili network public relations case, the court decision of the case and the operation mode of the network navy and analyzes the behavioral pattern of the case leaders and the network navy. In the second part, we summarize the dispute focus of the Mengniu and Yili network public relations case, that is two aspects:one is that the nature of the case’s leaders which the court determines is questionable, another is that the court does not make a judgment on the nature of the network navy phenomenon, which is also worth studying. This paper also points out the difficulties and necessities of the regulation of the network navy phenomenon. In the third part, we put forward some solutions on the case’s dispute focus, there are two aspects:At first, we give a new suggestion on how to deal with the case’s leaders responsibility, and then, we deeply analyze the nature and regulation means of network navy phenomenon, on the basic of reference of the foreign experiences, we put forwards some feasible suggestions based on the information disclosure as the core, looking forward to make an effective contribution to the regulation of the network navy phenomenon.