Research On Network Public Opinion Management In Enterprise Marketing Process

Currently, In the background of Network new media depth integration of enterprise development, the network public opinion situation which Enterprises are facing is increasingly complex and changeable. Correspondingly, the work of dealing with Network public opinion has also become difficult and grim.This paper takes the management of public opinion in the enterprise marketing process as the research object, tries to discuss the mechanism of marketing public opinion management,and strives to provide a systematic and comprehensive reference for enterprises to improve the public opinion management system. Through combing the related theories of network public opinion, corporate public opinion and the other, this paper figures out the research content,reveals the risk of public opinion in the network which Enterprises are facing under the new media environment, and points out that the current changes in the pattern of public opinion have increased the risk of corporate public opinion. At the same time, this paper explores the relationship between marketing and public opinion, and gets conclusion: the business performance of an enterprise or a product has a certain relationship with the relevant public opinion heat; the business performance also has a certain relationship with the positive and negative emotional trends of public opinion. In addition, This paper also focuses on the main content and role of the public opinion management in product development, marketing planning,marketing implementation, marketing feedback and other marketing aspects, and makes a corresponding elaboration on the emergency management of the sudden public opinion as well.This paper believes that the collection, analysis, research and judgment should be running through the entire marketing process, and all aspects of marketing should be in close contact with the market and consumers.This paper has selected Samsung Note7 "explosion gate" and Huawei P10 "flash gate" as two representative cases, analyzes the development trend of public opinion and the effect of disposal, through the data dug from Baidu, microblogging, WeChat index and microblogging public opinion monitoring system. This paper also Compares and analyzes the similarities and differences between the two cases, to sum up the coping method of this kind of sudden public opinion crisis.