网络舆情下企业品牌声誉管理研究

发布时间：2019-07-29 13:45

【摘要】：互联网的蓬勃发展使得众多企业开始利用网络进行品牌塑造。但是,网络舆情的出现也使得品牌声誉管理变得更加复杂。网络时代背景下,网络舆情对品牌声誉的影响主要表现在以下方面:加大品牌声誉管理的难度、增加品牌声誉发生危机的概率、为品牌声誉管理提供决策参考、对品牌声誉影响久远等。为此,企业应该高度重视网络舆情对品牌声誉的影响,在出现品牌声誉问题时也应采取有效方法,譬如提升企业基础管理水平、成立网络舆情管理团队、根据舆情的发展阶段做出应对、开展全媒体公关、建立预警机制等,以避免对企业品牌声誉造成重大危害。
[Abstract]:With the vigorous development of the Internet, many enterprises begin to use the network to shape the brand. However, the emergence of network public opinion also makes brand reputation management more complex. Under the background of network age, the influence of network public opinion on brand reputation is mainly manifested in the following aspects: increasing the difficulty of brand reputation management, increasing the probability of brand reputation crisis, providing decision reference for brand reputation management, affecting brand reputation for a long time, and so on. Therefore, enterprises should attach great importance to the influence of network public opinion on brand reputation, and should also take effective methods when brand reputation problems arise, such as improving the basic management level of enterprises, setting up network public opinion management team, responding according to the development stage of public opinion, carrying out all-media public relations, establishing early warning mechanism, etc., in order to avoid causing great harm to enterprise brand reputation.
【作者单位】：华南理工大学新闻与传播学院;
【基金】：华南理工大学中央高校基本科研资助项目“广东省新媒体与品牌传播创新应用重点实验室”(X2XCD2133060)
【分类号】：G206

【参考文献】