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面向微博的企业危机管理效能评估研究

发布时间:2019-01-11 12:19
【摘要】:在信息化时代,微博等社交媒体已成为人们生活、学习与工作之中必不可少的沟通工具。微博凭借其海量的用户基数成为信息分享与传播的重要平台,由此也积累了海量的数据资源。微博数据的实时性和大数据特征使其成为企业决策的一种新数据源。与此同时,日益激烈的市场竞争加剧了企业外部环境的不稳定性,使得企业突发危机的机率不断增加;加上微博等社交媒体强大的信息扩散能力,危机爆发往往会给企业造成比以前更加严重的负面影响。因此,危机管理成为现代企业在微博环境下不容忽视的重要环节。目前,许多企业已经意识到微博环境下危机管理的重要性,充分挖掘微博海量数据背后的商业价值,在进行品牌宣传、粉丝互动的同时,监测用户行为、分析用户数据以搜集潜在的危机信息,防止危机的突然爆发,已成为企业的共性需求。因此,开展面向微博的企业危机管理研究,分析基于微博的企业危机管理的可行性,并对微博环境下企业危机管理的效能进行评估,可以有力提升企业基于微博的危机管理水平,对现代企业的发展也有着重要的实际意义。本文以面向微博的企业危机管理为需求背景,重点研究面向微博的企业危机管理的可行性以及效能评估问题。论文首先通过SWOT方法分析企业利用微博进行危机管理的优势、劣势、机遇和威胁,阐明面向微博的企业危机管理的可行性。然后通过文献调研,从企业、微博信息、用户三个角度分析面向微博的企业危机管理效能影响因素,根据指标选取原则,拟定相关评价指标,并根据问卷调查数据对指标进行调整,形成最终的评价指标体系。在此基础上,依据评价指标体系的层级结构,利用层次分析法计算指标权重,设计面向微博的企业危机管理效能评估模型,并通过实例验证所构建的指标体系及评估模型的可行性与合理性。最后,根据验证结果总结了企业在面向微博的危机管理方面存在的问题,并给出了企业未来的发展策略与建议。本文的研究将企业危机管理与微博环境相结合,分析了面向微博的企业危机管理的可行性,揭示了面向微博的企业危机管理应用效能,为社交网络环境下的现代企业提升危机管理效能提供了有力支撑,也为现代企业危机管理理论与应用的发展提供了参考。
[Abstract]:In the information age, social media such as Weibo has become an indispensable communication tool in people's life, study and work. Weibo has become an important platform for information sharing and dissemination with his massive user base. Weibo data is a new data source for enterprise decision-making because of its real-time property and big data feature. At the same time, the increasingly fierce market competition intensifies the instability of the external environment of enterprises, which makes the probability of sudden crisis increasing. Coupled with the power of social media such as Weibo to spread information, crises tend to have a more serious negative impact on businesses than before. Therefore, crisis management has become an important link of modern enterprises in Weibo environment. At present, many enterprises have realized the importance of crisis management under Weibo's environment, fully excavated the commercial value behind the massive data of Weibo, and monitored user behavior while carrying out brand propaganda and fan interaction. Analysis of user data to collect potential crisis information to prevent the sudden outbreak of crisis has become the common needs of enterprises. Therefore, we should carry out the research on enterprise crisis management for Weibo, analyze the feasibility of the enterprise crisis management based on Weibo, and evaluate the effectiveness of enterprise crisis management under the environment of Weibo. It can improve the level of crisis management based on Weibo, and has important practical significance for the development of modern enterprises. Based on Weibo's enterprise crisis management, this paper focuses on the feasibility and effectiveness evaluation of the enterprise crisis management for Weibo. Firstly, the paper analyzes the advantages, disadvantages, opportunities and threats of crisis management by using Weibo through SWOT method, and expounds the feasibility of the crisis management of the enterprises facing Weibo. Then through the literature investigation, from the enterprise, Weibo information, the user three angles to analyze the enterprise crisis management efficiency influence factor, according to the index selection principle, formulates the correlation appraisal index, According to the questionnaire data, the index is adjusted to form the final evaluation index system. On this basis, according to the hierarchy structure of the evaluation index system, using AHP to calculate the index weight, the evaluation model of enterprise crisis management effectiveness for Weibo is designed. The feasibility and rationality of the index system and the evaluation model are verified by examples. Finally, according to the verification results, the problems in the crisis management for Weibo are summarized, and the future development strategies and suggestions are given. This paper combines the enterprise crisis management with Weibo environment, analyzes the feasibility of the enterprise crisis management for Weibo, and reveals the application efficiency of the enterprise crisis management oriented to Weibo. It provides a strong support for modern enterprises in the social network environment to enhance the effectiveness of crisis management, and also provides a reference for the development of modern enterprise crisis management theory and application.
【学位授予单位】:安徽大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F272.3

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