汽车召回信息扩散模式研究

Study on the Diffusion Pattern of Automobile Recall Information

产品召回活动容易引发各类媒体的广泛关注,其所表现出的舆情信息扩散模式企业产品召回管理具有重大影响。本文聚焦于广汽本田公司近年来发生的几起汽车召回事件,通过搜集并整理各召回事件的媒体报道数据,分析检验了广汽本田公司的产品召回活动所呈现的信息扩散模式并予以案例讨论。结果表明,广汽本田公司汽车召回信息存在正态型和波动型这两种扩散模式;同一品牌的召回可以存在不同的信息扩散模式,信息扩散模式的影响因素较为多样化,汽车制造企业应该从完善召回管理过程入手,向市场各方准确传递企业产品召回的负责任形象,从而提高信息沟通效果。

Product recall events tend to attract widespread attention from various media outlets,with the diffusion patterns of public opinion information significantly influencing corporate product recall management.This paper focuses on several automobile recall incidents that have occurred in recent years at GAC Honda.By collecting and organizing media coverage data of each recall event,we analyze and examine the information dissemination patterns demonstrated in GAC Honda's product recall activities and discuss them through case studies.Results indicate that there are two types of diffusion patterns for GAC Honda's car recall information:a normal type and a fluctuating type.Different information dissemination patterns can exist within the same brand recall,and the influencing factors of information diffusion patterns are diverse.Car manufacturing companies should improve their recall management processes to accurately convey a responsible image of corporate product recalls to all market parties,thereby enhancing the effectiveness of information communication.