Study On The Internet Public Opinion Crisis About The Topic Of Automobile Recall

During the National People’s Congress and the Chinese Political Consultative Conference in 2016,how to break the barrier of the used car market area and how to manage ’free ride’.In the last ten years,China’s Internet industry and automobile industry has got great development. According to the CNNIC,millions of public use intelligent mobile terminal conveniently through the 4G Internet network, more younger age, low income groups become the new Internet users via the Internet for entertainment and leisure.Each class car brand especially domestic car brands make continue increase investment and provide more kinds of new-type cars to the consumers.However,with the acceleration of new technology and the rapid expansion of capacity,the negative voice against automobile products should be caused take seriously.when the automobile factories detect defects of their products and release recall announcement,they found that they triggered a large number of negative network public opinion.This is an embarrassing situation.In order to study this problem further,explore the occurrence objective law of such kind of crises and try to find the solution,this study go with literature research method,interview method,quantitative study method,comparative study method.This study choose FAW-Volkswagen Sagitar automobile suspension system breakdown events as the case of this study.The quantitative research to the case of network public opinion make it as clear as possible for the fine description classification. After having showed the characteristics of the network public opinion recall issues,this study fully summarized predecessors’ research of other types of issues of Internet public opinion crisis,Try to find this kind of crisis of the unique characteristics of the network. Thereafter,This study interviewed a number of experts in the field of media and the automotive industry to understand why this phenomenon will exist and car companies to this kind of phenomenon is also very helpless. Aiming at these problems,this study put forward some targeted solutions.This study find that there are some unique characteristics under the recall issues of network public opinion crisis, such as issues of roaming and closeness,stereotypes of views,the time relatively controllable,the role of opinion leaders is not obvious.Look upon these characteristics from a theoretical perspective,this study make it clear that unable to successfully deal with these difficulties. Finally,according to the characteristics of this kind of crisis of public opinion and the reason why enterprises are unable to cope with these difficulties.This study suggest enterprise should pay attention to social communication strategy，media strategy,public discourse strategy.In short, this study suggests China’s auto manufacturers should be timely communication with users through a variety of channels.