医药企业负面网络舆情演化及应对策略研究

Research on Negative Internet Public Opinion Evolution and Response Strategies of Pharmaceutical Enterprises

探讨因媒体不当报道引发医药企业网络舆情危机的演变规律,为企业找寻适宜的对策,有助于提高医药企业危机应对能力。文章以“深圳康泰公司乙肝疫苗信任危机”为例,构建了医药企业负面网络舆情演化和响应策略的系统动力学模型,并采用Vensim PLE软件进行仿真。结果表明:医药企业负面网络舆情经过酝酿、爆发、衰退三个阶段,且呈现爆发时间短、热度高、负面情绪强的特点;医药企业应根据舆情演化阶段特征采取不同应对策略,三个阶段对应有效应急策略依次是提升舆情监测能力、端正担责态度、提高信息公开度和沟通能力、注意形象修复和注重人文关怀。其中,提高信息公开度和沟通能力对负面网络舆情热度的峰值均有明显的削弱效果,整体提升企业舆情应对能力是改善舆情、挽救医药行业信任危机的有力措施。

Exploring the rules of evolution of pharmaceutical enterprises online public opinion crisis caused by inappropriate media reports,and finding applicable countermeasures for enterprises help improve their crisis response ability.This paper takes the“hepatitis B vaccine trust crisis of Shenzhen Kangtai Company”as an example,constructs a system dynamics model of the evolution of negative network public opinion and coping strategies of pharmaceutical companies,and uses Vensim PLE software to simulate it.The result show that:The negative network public opinion about the vaccine event went through three stages of brewing,outbreak and recession,and showed the characteristics of short outbreak time,high heat and strong negative emotions.Pharmaceutical enterprises should adopt different coping strategies according to the characteristics of the evolution stage of public opinion.The corresponding effective emergency strategies in the three stages are successively to improve the monitoring ability of public opinion,responsibility,improve the degree of information disclosure and communication ability,emphasis on post-image restoration and humanistic care;Among them,Improving the degree of information disclosure and communication ability both have a significant weakening effect on the peak of negative online public opinion fever,and the overall improvement of corporate public opinion response ability is a powerful measure to improve public opinion and save the vaccine trust crisis.