“达芬奇密码”新解——新形势下企业舆论危机管理探析

An New Interpretation of “Da Vinci Event”——Exploring the Management of Companies’Public Opinion Crisis under the New Circumstance

当前,以互联网为代表的新媒体迅猛发展,企业舆论环境不确定性增强,舆论危机呈高发态势。2011年,央视报道达芬奇家居股份有限公司造假的"达芬奇事件",成为当年企业舆论危机标志性事件。文章以该事件为样本,剖析新形势下企业舆论危机管理机理、参与各方的博弈行为,提出新形势下企业应对舆论危机的基本方式方法。

The new media represented as the Internet is developing rapidly at present,which has made the uncertainty of com panies’ public opinion environment increased.Thus,more and more companies are facing public opinion crisis.CCTV re ported that the Da Vinci Co.,Ltd.lies to its clients on the place of origin and the material of its furniture,which was the rep resentative public opinion crisis of companies in 2011.This paper analyzes the Da Vinci Event,trying to explore the manage ment of companies’ public opinion crisis and the gambling behavior of shareholders under the new circumstance.Finally,this paper proposes some basic ways for enterprises to cope with public opinion crisis under the new circumstance.