基于此，从企业突发事件舆情应对出发，通过对大量涉企突发事件舆情的了解和国内外
专家学者的研究，对企业突发事件的舆情应对机制进行设计。文章利用四个部分进行说明，
第一部分主要阐述突发事件舆情应研究目的、意义、内容和方法，明确本文的研究的价值
第二部分对突发事件舆情应对的相关研究文献做一说明，初步归纳总结，结合本人的一些思
考，形成本文的总体思路。然后进行论文理论框架说明，明确突发事件舆情应对机制设计的
各个组成部分的重点工作，提出舆情应急预案、预警机制、引导机制、应对原则和策略四块
作为企业突发事件舆情应对机制的组成部分，使得论文结构更加明确。第三部分主要是对 A
企业突发事件舆情的概述，从企业发展情况、突发事件舆情等方面进行介绍，为论文下一步
企业突发事件舆情应对机制设计给出背景。第四部分对 A 企业突发事件舆情实例进行分析，
提出以 A 企业为主体构建预案设计、舆情预警机制、引导机制、应对原则和策略组成舆情应
对机制，明确各块所做工作和作用，从而不断提升企业在突发事件舆情应对方面的处置成效，
进一步拓宽企业发展壮大的道路
关键词: 突发事件，网络舆情，网络舆情预警，网络舆情预案II
Abstract
At present, enterprises are facing a more rapid spread and more extensive coverage of public
opinion of on the Internet. Conerning corporate emergencies in recent years public opinion has
shown a numerous and frequent situation. Once corporate negative public opinion information
emerges, if not timely and effectively handled and guided, the long-term impact on the enterprise is
immeasurable. The over-concern from Internet users, and the biased spread of online media , are
likely to collapse the enterprise’s trust and brand established over years. Whether effective measures
can be taken before, during and after the formation of public opinion to a large extent will
determine the fate of the future development of enterprises.
Based on this, this thesis, from the corporate emergencies to deal with public opinion, through a
large number of enterprises involved in the public awareness of the events and domestic and foreign
experts and scholars of the study, intends to design a mechanism to deal with the emergencies of
public opinion response. The first part mainly elaborates the purpose, meaning, content and method
of public opinion of emergencies, and clarifies the value of the research in this paper. The second
part starts from a description of the preliminary summary with the authors’ individual theoretic and
practical thinking, constructs the main structure of the whole article. of the emergency response to
the public opinion of the relevant literature to do, Then, it puts forward the four parts of public
opinion contingency plan, early warning mechanism, guidance mechanism and coping strategy as
part of the mechanism of public opinion coping mechanism of corporate emergencies, and then puts
forward the suggestions of public opinion contingency plan, Making the paper structure more clear.
The third part is mainly an overview of the public opinion of A enterprise emergencies, from the
enterprise development situation, the public opinion and other aspects of the introduction, for the
next step in the enterprise emergencies public opinion response mechanism design background. In
the fourth part, this thesis analyzes the public opinion cases of A enterprise emergencies, and puts
forward the construction of public opinion coping mechanism with A enterprise as the main body to
construct the plan design, public opinion early warning mechanism, guidance mechanism and
coping strategies, make clear the work and the role Enterprises in the emergency response to public
opinion on the effectiveness of treatment, and further expand the road to the development and
expansion of enterprises.III
Key words: Unexpected events, network public opinion, network public opinion warning, network
public opinion planIV
目录
第一章 绪论. 1
1.1 研究背景及问题提出 ........ 1
1.1.1 企业突发事件舆情应对的时代背景........ 1
1.1.2 企业突发事件舆情应对的现实需求........ 3
1.1.3 企业应对网络舆情能力 ... 4
1.2 研究目的与意义 .... 5
1.2.1 研究目的 ... 5
1.2.2 研究意义 ... 6
1.3 研究内容与方法 .... 7
1.3.1 研究内容 ... 7
1.3.2 研究方法 ... 7
1.3.3 可能的创新点 ....... 8
1.4 本章小结 .... 8
第二章 相关研究基础......... 9
2.1 国内外研究现状 .... 9
2.1.1 突发事件舆情研究 ........... 9
2.1.2 突发事件舆情应对研究 ..11
2.1.3 国内外研究述评 . 13
2.2 企业舆情应急预案 .......... 13
2.3 舆情监测、预警 .. 14
2.3.1 指标权重计算方法综述 . 16
2.3.2 指标权重计算 ..... 18
2.3.3 热度计算 . 19
2.3.4 马尔科夫热度预测 ...
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