Research On The Management Of Network Public Opinion Of Corporate Social Responsibility Events

“2016 China Internet public opinion analysis report” which is published by People's Daily online public opinion monitoring room pointed out that public opinions involving companies such as the Wei Zexi event of Baidu,and Home Inns Heyi Hotel of women's attack cases have caused heated discussion.On the one hand,it reveals there are problems about Corporate Social Responsibility(CSR).On the other hand,enterprise crisis of network public opinion is becoming critical point of the annual network public opinion.The development of Internet technology has created a new era which has been into the life intravenous drip,changed the production and way of life and the way of communication.The Internet is powerful.It can be convenient access to information and speech through the network.The Internet is also vulnerable.The users of Weibo which is an important platform of network public opinion increased dramatically.WeChat also shows its strong netizen cohesion.WeChat group and moment became the main channel to Internet users access to information.The free expression of the views of the netizens makes the environment of the network more complex and that is why the demand of the ability of subject to cope with network public opinion is higher.The network also brings many challenges to the society when bring the benefit.Network public opinion has caused the government attaches great importance to events.Particularly in 2016,the government's management of the network environment keeps the high pressure situation.The development strategy of the Internet has been in a very important position.The government public opinion coping ability is rising in recent years.But the vulnerability of the company handled in the network public opinion crisis emerged.Compared to the positive cases in which enterprises actively practise CSR,such as the establishment of the "BMW pleasant home" by BMW to pay attention to the floating children and the public donation activities of the blue scarf for Huaxia,the negative event about CSR,such as the Wei Zi Xi incident,and the women's attack cases in the hotel,is more likely to be caused by the public.The enterprises involved not only criticized by Internet users but also the social criticism.In order to reduce the lost interests of enterprises in the internet public opinion of CSR negative events,strengthen the enterprise's ability to respond is necessary.In view of this,the Internet public opinion caused by the negative events of CSR is taken as the research object in this paper.This article stands in the angle of company and introduces the stock prices as a measure of corporate interests' index of the profit or loss and also the effect of network public opinion management.Then we analyzed the effect of corporate response and government intervention on the management of Internet public opinion and the impact of stock price fluctuation.Furthermore,we discussed the way of cooperation between government and company in CSR negative events in the management of CSR negative events network public opinion.This article based on the agenda-setting theory and sinking spiral theory.Then we identified the main influence factors of network public opinion caused by corporate CSR negative events on the basis of stakeholder theory and further analyze the role of the relationship between various influencing factors.This article also builds the network public opinion system dynamics model of CSR negative events network public opinion using the method of system dynamics.We took Wei Zexi events as the research case and chose the stock price as the as indicators of corporate interests.Then,we collected the data from internet to simulate the model.After we verify the effectiveness of the model,we respectively discussed the influence of the opinion leader role,company's coping strength,government's coping strength and the way of cooperation between government and company on the system state.Through simulation and analysis of adjustable parameter,we found that enterprise response behaviors are different in the development of network public opinion.Enterprise response behaviors changed in the process of the development of network public opinion.In the face of the pressure of public opinion and government supervision,the response of the enterprise to the CSR negative events is changed from the original speech interpretation to the corresponding corrective action.Enterprises improved their irregularities in operation and enhance their legitimacy.For the government behavior,although a single efforts to change the government's handling of the system state no significant influence,but the change of enterprise cooperation mechanism of network public opinion heat and enterprise stock price effects were significantly different.Furthermore,government and company interaction are better for the network public opinion heat going down and stock price rebounded.In addition,the opinion leaders have significant influence on internet users' view.Through the use of the above analysis results,respectively put forwards recommendations for the company response behavior,government intervention behavior,cooperation between government and company in the development of network public opinion.This article provide a more comprehensive and effective methods for management practices of CSR event network public opinion,and also offer the direction and ways for the government and enterprise cooperation.