The Research Of Saic Volkswagen For Public Opinion Crisis Management

The social,political,economic changes and achievements of China’s reform and opening up policy for nearly four decades are beyond doubt.As a pillar industry of the national economy,the rapid development of the automobile industry reflects not only the improvement of the national standard of living,but also the epitome of China’s economic transformation and upgrading.With the human society into the Internet era,the communication environment and public opinion environment has undergone great changes."mainstream media field" consists of traditional media and new media and "Public opinion field " consists of consumers who rely on forums,microblogging,WeChat and other social media have made the corporate public opinion environment more diverse and complex.The product characteristics of the automotive industry has been attracting the attention of media and the public.By dealing with public opinion crisis,if handled improperly,can lead to unpredictable serious consequences.With SAIC Volkswagen’s continuous expansion of enterprise scale,climbing production & sales volume and the increasing number of customers,it is inevitable that the whole society and community cast their attention and scrutiny onto the company,as one of the oldest automobile joint ventures in China.In order to better adapt to the uncertainty of public opinion situation and help sustainable development of the company,the existing management system of public opinion crisis needs adjustment and optimization in terms of system’s completeness,initiative and comprehensive.In this paper,the present situation of public opinion crisis management of SAIC-VW is analyzed and sorted out.The existing problems and shortcomings are pointed out,and the general idea and corresponding implementation strategy of SAIC-VW’s public opinion crisis management are concluded.It is concluded that SAIC Volkswagen needs to popularize the concept of public opinion crisis management to its important stakeholders,establish a more scientific and effective public opinion crisis management system,further perfect the system of public opinion crisis management and optimize the corporate public opinion crisis management strategy.