Author(s)

Wen Shen ¹, Huaping Yuan ², Jingyuan Hu ¹, Jinqi Liu ¹, Yichao Xiang ¹, Pin Lv ¹

Affiliation(s)

¹ School of International Economics and Trade, Anhui University of Finance and Economics, Bengbu, Anhui, China
² School of Finance and Public Administration, Anhui University of Finance and Economics, Bengbu, Anhui, China

Corresponding Author

Wen Shen

ABSTRACT

In the Internet business era, online public opinion has had an important impact on the operation of e-commerce companies. In order to obtain a good corporate image, reduce the negative impact of online public opinion on the operation of e-commerce companies, strengthen public opinion risk early warning, and conduct crisis public relations have become an important issue for the development of e-commerce companies in the Internet era. The main research content of this project includes the following aspects: The first part is about the relationship between online public opinion and the operating performance of e-commerce companies. It mainly analyzes the positive and negative effects of online public opinion on the business performance of enterprises, and points out that enterprises should establish a risk warning mechanism for online public opinion to guide the development of public opinion in a direction that is beneficial to the enterprise. The second part is the handling mechanism of online public opinion of e-commerce enterprises. The network public opinion handling mechanism is mainly established from the aspects of public opinion to research and judgment, public opinion management, and public opinion prevention and recovery. The third part is the public opinion public relations strategy of e-commerce enterprises. Establish crisis public relations strategies from within the enterprise, the enterprise and the government, the enterprise and the third party, and the enterprise and the media. For example, the establishment of corporate internal crisis public relations team, the use of the self-media platform to improve the internal crisis management system, turn passive to active, build a socialized multi-party trusted data sharing platform, and strengthen the cooperation between the enterprise and the government, the media and third-party industries, etc. By constructing an efficient online public opinion processing mechanism for e-commerce companies, this project promotes high-quality and valuable analysis and judgment of online public opinions, and promotes effective solutions to practical problems; in the process of guiding public opinion, it protects corporate reputation, brand image, and Financing environment, etc. The project research results have reference significance and promotion value for the development of e-commerce enterprises in the Internet era.

KEYWORDS

Internet public opinion, Crisis PR, Online public opinion risk early warning mechanism

CITE THIS PAPER

Wen Shen, Huaping Yuan, Jingyuan Hu, Jinqi Liu, Yichao Xiang and Pin Lv. Research on E-commerce Enterprise's Network Public Opinion Handling Mechanism and Crisis Public Relations Strategy. Financial Engineering and Risk Management (2021) 4: 70-86. DOI: http://dx.doi.org/10.23977/ferm.2021.040410.

REFERENCES

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[3] Lu Qingfeng. Analysis of enterprise negative Network public Opinion and Crisis Response Strategy research [J]. Science & Technology Communication and Broadcasting, 201, 13(06): 140-143.
[4] Zhou Tian-jing. Research on risk and prevention of enterprise public opinion in the New Communication Environment [J]. Communications Enterprise Management, 2020(02): 77-80.
[5] Wang Xiaowei. Research on Enterprise Public Opinion Analysis and Response in social Media Era [D]. Inner Mongolia University, 2019.
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