企业负面事件网络舆情应对水平评价研究

Research on the evaluation of enterprise negative events online public opinion response level

随着互联网的发展,企业负面事件网络舆情给企业带来了更为深远的影响,为有效提高企业舆情管理能力,对企业负面事件网络舆情应对水平进行评价十分有必要。从危机预警程度、企业回应情况及企业应对效果三个维度构建企业负面事件网络舆情应对水平评价指标体系,采用熵权法确定不同企业类型的各指标权重,并通过熵权TOPSIS方法对案例事件进行综合评价分析。研究结果表明:在负面事件网络舆情应对中,国有企业应对效果最好,民营企业其次,外资企业最后。研究结果可为企业应对负面事件网络舆情提供相对客观的参考。

With the development of the Internet,the online public opinion on negative corporate events has brought more far-reaching impacts on enterprises,and it is necessary to evaluate the level of response to negative enterprise events in order to improve the enterprise's public opinion management ability.To this end,this paper constructs an evaluation index system for the level of online public opinion response to negative enterprise events from three dimensions:crisis warning degree,corporate response situation and corporate response effect,determines the weight of each index for different corporate types by using entropy weight method,and conducts a comprehensive evaluation analysis of the case events by entropy weight-TOPSIS method.The research results show that in response to online public opinion on negative events,state-owned enterprises have the best response effect,followed by private enterprises and foreign enterprises last.The research results can provide a relatively objective reference for enterprises to respond to negative event online public opinion.