Scenario Analysis Based On Inaccurate Information Dissemination Model For Research On Corporate Reputation Emergency Management

The corporate reputation emergency occurs with inaccurateinformation dissemination and incident diffusion for the consumers’ lowvisual acuity and high curiosity about information. Taking this fact intoaccount, this paper introduces scenario analysis method based oninaccurate information dissemination model to analyze corporatereputation emergency management.Firstly, the paper clarifies the background and significance of theresearch and introduces its contents and framework. Then the paperanalyze the influence on the development of the incident due to differentmeasures taken by the enterprises based on the analysis of the causes,processes and results of seven cases which come from EmergencyManagement Case Database. And the paper reviews the literature onemergency management, scenario analysis and inaccurate informationdissemination and summarizes the research status and achievements.Secondly, the paper develops the structure of scenario analysis-basedcorporate reputation emergency management research model. After that,the paper divides the whole process of the incident into three parts, i.e.,prevention, monitoring and reaction, and develops the whole processanalysis of KFC Sudan Red incident and Nongfu Spring Quality Standardincident.Thirdly, the paper builds a dynamic model to study the transmissionrule of inaccurate information in corporate reputation emergencies andsimulates the steady states with MATLAB and adjusts the parameters to analyze the sensitivity of the model. Then the paper analyzes theimportance of high response speed and effectiveness of measures in theemergency management.Finally, the paper develops five typical scenarios considering thecharacteristics and rule of corporate reputation emergency. Then the paperevaluates the scenarios based on the evaluation system and conducts thecomparative analysis with case data. The conclusion provides theoreticalbasis and decision support for the emergency management of corporatereputation emergency.