本文關(guān)鍵詞： 輿情管理 社會責(zé)任 航空公司　出處：《上海交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)前,隨著網(wǎng)絡(luò)技術(shù)的突飛猛進(jìn),航空公司正承受著前所未有的輿情壓力。多發(fā)的輿情使航空公司的聲譽(yù)及品牌價值產(chǎn)生持續(xù)的波動,這些都將關(guān)聯(lián)到客戶選擇并最終影響利潤。輿情管理越來越引起航空公司的重視。航空公司現(xiàn)有的輿情管理偏重于控制已發(fā)生的輿情的影響,往往疲于應(yīng)付,由于處置不當(dāng),導(dǎo)致負(fù)面影響嚴(yán)重的輿情事件屢屢發(fā)生。本研究基于此背景,運(yùn)用社會責(zé)任理論中的利益相關(guān)者理論、契約理論,企業(yè)文化理論及危機(jī)管理相關(guān)理論,在分析航空公司輿情案例的基礎(chǔ)上,以社會責(zé)任視角審視航空公司輿情管理中的問題,總結(jié)航空公司輿情的分類與性質(zhì),指出航空公司輿情產(chǎn)生的根本原因在于責(zé)任的缺失,航空公司應(yīng)認(rèn)識到輿情的作用并以正確的方式處置輿情。本文建議航空公司以社會責(zé)任建設(shè)為基礎(chǔ)進(jìn)行輿情管理,從戰(zhàn)略高度搭建輿情管理體系。在面對輿情時,不僅應(yīng)該主動作為積極應(yīng)對,更重要的是站在利益相關(guān)者立場上考慮問題,輿情處置行為中要堅(jiān)持道德倫理,在輿情過后應(yīng)認(rèn)真分析輿情產(chǎn)生的內(nèi)因并整改落實(shí),盡可能的利用輿情的正面影響,保證航空公司的可持續(xù)健康發(fā)展。
[Abstract]:At present, with the rapid development of network technology, airlines are under unprecedented pressure of public opinion, which makes the reputation and brand value of airlines continue to fluctuate. These will be related to the customer choice and ultimately affect the profit. Public opinion management has become more and more important to airlines. The existing public opinion management of airlines is focused on the control of the impact of public opinion that has occurred, often tired to cope with it. Due to improper disposal, the negative impact of public opinion events occur frequently. Based on this background, this study uses stakeholder theory and contract theory in the theory of social responsibility. Corporate culture theory and crisis management theory, on the basis of analyzing the case of airline public opinion, from the perspective of social responsibility to examine the airline public opinion management problems, summed up the classification and nature of airline public opinion. It is pointed out that the fundamental reason for the public opinion of airlines lies in the lack of responsibility. Airlines should recognize the role of public opinion and deal with public opinion in the right way. This paper suggests that airlines should conduct public opinion management based on the construction of social responsibility. In the face of public opinion, we should not only take the initiative as a positive response, more important is to stand in the position of stakeholders to consider the problem, public opinion handling behavior should adhere to moral ethics. After the public opinion, we should carefully analyze the internal causes of public opinion and carry out the rectification and implementation, and make use of the positive influence of public opinion as far as possible to ensure the sustainable and healthy development of the airline.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D669

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 朱佳;王澤民;;激情飛揚(yáng)夢想 魅力閃耀國航——首屆國航形象大使選拔賽圓滿落幕[J];中國女性(中文海外版);2010年09期

2 王澤民;;激情飛揚(yáng)夢想 魅力閃耀國航 首屆國航形象大使選拔賽圓滿落幕(英文)[J];Women of China;2010年09期

3 李婷;盧江寬;;與愛同行 圓夢“六一”——國航貴州分公司關(guān)愛貧困山區(qū)兒童[J];西南航空;2012年07期

4 劉云;;國航飛行員跳槽的根源[J];現(xiàn)代人才;2010年02期

5 劉依群;;國航“認(rèn)賬”帶來的誠信思考[J];檢察風(fēng)云;2012年15期

6 文恩;美國航宇局簽訂小衛(wèi)星合同[J];中國航天;1994年10期

7 廖增文，劉明天，，安士琴，陳斐;一“橋”如虹貫五洲──國航飛行總隊(duì)安全飛行40周年[J];w攣胖蕓

本文編號：1482029