The Way And Economic Ramifications Of Impression Management By Businesses Using Major Events

New Coronavirus spreads throughout the country.When the share prices of most enterprises fell,BGI stock price showed the opposite trend,which brought the firm into the public view once again.Before,BGI was deeply in negative news,and its share price fell sharply.This turnaround is a model of BGI’s successful impression management through major events.By reviewing the previous literature,this paper finds that there are few studies on impression management of enterprises using major public health events and major policy events in China.Therefore,starting from specific cases,this paper studies the impression management behavior of BGI,analyzes the subject,motivation,strategy and effect of impression management respectively,analyzes the impression management strategy of BGI by using text analysis method and Du Pont analysis,and evaluates the impression management effect of BGI from stock price,enterprise performance and development ability.This paper finds that,first,in the negative event impact of impression management,compared with defensive impression management,the effect of acquired impression management is better;second,enterprises in major events through donations,product development,response to national policies and other social responsibility behavior,is conducive to restore the image of enterprises,and make the product strength to be improved;third,Negative reports or impression management will affect the performance level,and mainly affect the profitability of the enterprise to affect the performance level.The innovation of this paper is that there are few studies on the government as the target object.Through the analysis of the case enterprises,it is found that the response to the national targeted poverty alleviation policy is aimed at the government’s impression management behavior.Therefore,this paper broadens the target object of enterprise impression management.And for the effect of impression management,this paper uses the event analysis method,which can reflect its effect more intuitively.Hope that through this study,how to choose the impression management strategy for enterprises,maintain and repair the corporate image to provide ideas,at the same time to investors and other stakeholders to correctly identify corporate impression management behavior to provide help,and to put forward suggestions to the regulatory authorities.