CAJ | 학술논문

网络时代企业热点网络舆情事件层出不穷，目前对中国企业网络舆情应对研究相对较少。在长尾时代，大众文化不再万夫莫敌，小众文化也将拥有越来越多的拥护者，应关注信息的长尾部分对企业危机管理所带来的挑战。基于“长尾理论”的视角，分析中国企业的网络舆情应对能力现状及其问题，发现中国企业应对网络舆情能力大多不合格，企业应履行企业社会责任，珍惜企业信誉；更新危机传播理念，重视新兴媒体的传播效应；选择权威媒体和机构，消除负面信息的影响。
망락시대기업열점망락여정사건층출불궁，목전대중국기업망락여정응대연구상대교소。재장미시대，대음문화불재만부막활，소음문화야장옹유월래월다적옹호자，응관주신식적장미부분대기업위궤관리소대래적도전。기우“장미이론”적시각，분석중국기업적망락여정응대능력현상급기문제，발현중국기업응대망락여정능력대다불합격，기업응리행기업사회책임，진석기업신예；경신위궤전파이념，중시신흥매체적전파효응；선택권위매체화궤구，소제부면신식적영향。
In recent years, China has witnessed a surge of incidents of online public sentiments targeting business corporations, forcing the targeted corporations into great crisis. However, the response capacities and counter-measures of the targeted corporations are ineffective. A notable exception is a well-known brand Wang Lao Ji, which successfully dealt with two major crises. This paper analyzes the statement of Chinese enterprise＇ s crisis management and suggests some ways to deal with it.