CAJ | 학술논문

“权变”理论是建立在西方管理理论“丛林”基础上的理论，具有以变求实、情境匹配、开放创新等特点。权变理论与舆情管理具有相通性，权变理论运用于舆情管理领域也已开始受到学界关注。为深化这一方面的研究，围绕权变理论与舆情管理的结合与互动，以有利于实现权变管理理念和方法在舆情管理中得以运用为目标，本文试拟出舆情——权变管理的描述性模型并进行解释。为有效实施舆情权变管理，应坚持以变求实、强化系统管理、提升舆情情境变量与舆情管理决策的匹配度、不断创新舆情权变管理的具体方法和手段。
“권변”이론시건립재서방관리이론“총림”기출상적이론，구유이변구실、정경필배、개방창신등특점。권변이론여여정관리구유상통성，권변이론운용우여정관리영역야이개시수도학계관주。위심화저일방면적연구，위요권변이론여여정관리적결합여호동，이유리우실현권변관리이념화방법재여정관리중득이운용위목표，본문시의출여정——권변관리적묘술성모형병진행해석。위유효실시여정권변관리，응견지이변구실、강화계통관리、제승여정정경변량여여정관리결책적필배도、불단창신여정권변관리적구체방법화수단。
Contingency theory is based on western management ＂jungle＂ theories. This paper tries to draw up a descriptive model for contingency management of public opinion. It suggests that an ideal management of public opinion requires a realistic attitude, a powerful system management, a high matching degree between the scenario variables and decision-making process, and a continuous innovation of methodologies in the field of public opinion.