面向微博的企業(yè)危機管理效能評估研究
發(fā)布時間：2019-01-11 12:19
【摘要】：在信息化時代,微博等社交媒體已成為人們生活、學(xué)習(xí)與工作之中必不可少的溝通工具。微博憑借其海量的用戶基數(shù)成為信息分享與傳播的重要平臺,由此也積累了海量的數(shù)據(jù)資源。微博數(shù)據(jù)的實時性和大數(shù)據(jù)特征使其成為企業(yè)決策的一種新數(shù)據(jù)源。與此同時,日益激烈的市場競爭加劇了企業(yè)外部環(huán)境的不穩(wěn)定性,使得企業(yè)突發(fā)危機的機率不斷增加;加上微博等社交媒體強大的信息擴散能力,危機爆發(fā)往往會給企業(yè)造成比以前更加嚴(yán)重的負面影響。因此,危機管理成為現(xiàn)代企業(yè)在微博環(huán)境下不容忽視的重要環(huán)節(jié)。目前,許多企業(yè)已經(jīng)意識到微博環(huán)境下危機管理的重要性,充分挖掘微博海量數(shù)據(jù)背后的商業(yè)價值,在進行品牌宣傳、粉絲互動的同時,監(jiān)測用戶行為、分析用戶數(shù)據(jù)以搜集潛在的危機信息,防止危機的突然爆發(fā),已成為企業(yè)的共性需求。因此,開展面向微博的企業(yè)危機管理研究,分析基于微博的企業(yè)危機管理的可行性,并對微博環(huán)境下企業(yè)危機管理的效能進行評估,可以有力提升企業(yè)基于微博的危機管理水平,對現(xiàn)代企業(yè)的發(fā)展也有著重要的實際意義。本文以面向微博的企業(yè)危機管理為需求背景,重點研究面向微博的企業(yè)危機管理的可行性以及效能評估問題。論文首先通過SWOT方法分析企業(yè)利用微博進行危機管理的優(yōu)勢、劣勢、機遇和威脅,闡明面向微博的企業(yè)危機管理的可行性。然后通過文獻調(diào)研,從企業(yè)、微博信息、用戶三個角度分析面向微博的企業(yè)危機管理效能影響因素,根據(jù)指標(biāo)選取原則,擬定相關(guān)評價指標(biāo),并根據(jù)問卷調(diào)查數(shù)據(jù)對指標(biāo)進行調(diào)整,形成最終的評價指標(biāo)體系。在此基礎(chǔ)上,依據(jù)評價指標(biāo)體系的層級結(jié)構(gòu),利用層次分析法計算指標(biāo)權(quán)重,設(shè)計面向微博的企業(yè)危機管理效能評估模型,并通過實例驗證所構(gòu)建的指標(biāo)體系及評估模型的可行性與合理性。最后,根據(jù)驗證結(jié)果總結(jié)了企業(yè)在面向微博的危機管理方面存在的問題,并給出了企業(yè)未來的發(fā)展策略與建議。本文的研究將企業(yè)危機管理與微博環(huán)境相結(jié)合,分析了面向微博的企業(yè)危機管理的可行性,揭示了面向微博的企業(yè)危機管理應(yīng)用效能,為社交網(wǎng)絡(luò)環(huán)境下的現(xiàn)代企業(yè)提升危機管理效能提供了有力支撐,也為現(xiàn)代企業(yè)危機管理理論與應(yīng)用的發(fā)展提供了參考。
[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.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F272.3
本文編號：2407122
[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.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F272.3
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