文档介绍：中文题目:企业在社会化媒体平台如何利用意见领袖进行危机公关
——以“新浪微博”为例进行研究
英文题目: Enterprises how to take full advantage of opinion leaders in public relations crisis on social media platforms
----A Case Study on Sina-micro-blog Platform
学院:
语言与传播学院
专业:
传播学
学生姓名:
邓关禹
学号:
07263026
指导教师:
夏丽志
2011 年 5 月 29 日
诚信声明
本人郑重声明:以下论文是我个人在导师指导下进行的研究工作所取得的成果。尽我所知,文献引用部分都已加以标注和致谢。如文中发现抄袭他人成果或未经加注的不恰当引用内容,一切后果本人自负。
签名: 邓关禹日期: 2011 年5 月 29 日
摘要
信息化时代,危机信息的传播速度和渗透广度都得到几何级的增长,企业面临空前考验。尤其是近年来在中台上,企业如何面对、处理公关危机成了严峻问题。另一方面,由于新媒体日益完善成熟,意见领袖影响、主导舆论方向的特质被无限放大,从而被推上前所未有的高度,在企业危机公关中起着关键性作用。因此,研究意见领袖在企业社会化媒体平台危机公关中的影响与作用尤为迫切。新浪微博作为当今中台,以它为例进行研究会更具普遍性和现实意义。本论文将从企业、意见领袖、普通网民三者间相互关系入手,以定性为主、定量为辅,实体案例结合理论的方式研究企业在社会化媒体平台中如何充分利用意见领袖进行危机公关的论题。
关键字:意见领袖、企业危机公关、大众传播、社会化媒体
Abstract
Information age, as the transmission speed and ration wideness of crisis information geting the growth of geometric level, enterprises are facing unprecedented test. Especially in recent years China's social media platforms are in the rapid development, it’s ing more and more important that the enterprise must learn how to deal with public relations crisis. On the other hand, due to new media is increasingly close to mature, opinion leaders effecting on leading even deciding the direction of public opinion are getting limitless magnify, so that opinion leaders was pushed to the unprecedented high levels and playing a critical role in enterprise’s public relations crisis. Therefore, researching the influence and function of opinion leaders in enterprise’s public relations crisis is particularly urgent. As owning both the largest Chinese audience and the most mature platform, it’s no doubt that Sina-micro-blog is the most perfect social media platforms to research these questions which will be more universality and realistic significance. This dissertation will study from the interrelationship among enterprises, opinion leaders and ordinary users, study enterprises how to take full advantage of opini