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网络作为一种新型和双向的信息传播渠道,正在颠覆着人们的日常生活和企业的营销模式,使得以往由政府部门、专业机构和传统媒体所掌握的信息传播权、舆论批评权甚至是舆论审判权正在迅速且全面地过渡到每一个网民手中的鼠标和键盘上。如今,网络成为了企业重要营销阵地的同时,也成为了各种危机事件的主要传播源头。在这样的新媒体环境下,任何一家企业都难以独善其身。因此,探讨企业在网络传播中的危机公关及其相应的应对策略,对企业的不断发展壮大有着重要的现实意义。
As a new and two-way channel of information dissemination, the Internet is overtaking people’s daily life and the marketing mode of enterprises. As a result, the information dissemination power, public opinion criticism and even public opinion trial which were held by government departments, professional organizations and traditional media in the past Right is rapidly and comprehensive transition to the hands of every user of the mouse and keyboard. Nowadays, the network has become an important marketing base for enterprises as well as the main source of transmission of various crisis events. In such a new media environment, any one company can not be unique. Therefore, it is of great practical significance to explore the corporate crisis crisis public relations and its coping strategies in the network dissemination.