Management and Control of Enterprise Negative Network Public Opinion Dissemination Based on the Multi-Stakeholder Game Mechanism in China

Abstract

With the rapid growth of Chinese social network users, the open yet anonymous cyberspace makes the Chinese public more inclined to express their feelings and opinions freely on the Internet, and thus generate opinions that are not conducive to the survival and development of Chinese enterprises, i.e., enterprise negative network public opinion. Based on this, this paper takes a Chinese enterprise’s negative network public opinion as the research object. First, our research identifies the stakeholders involved in the dissemination process of public opinion information. Secondly, we model the decision-making behaviors of stakeholders in different stages to obtain the evolutionarily stable strategy. After that, the simulation experiment is conducted to analyze the key points of enterprise strategy adjustment in different stages of negative network public opinion dissemination. The experimental results show that: (1) In its formation stage, opinion leaders usually do not participate in the event, and thus enterprises need to focus on the active ordinary Internet users; (2) In its development stage, if an enterprise wants to reduce the loss caused by negative events, it needs to make use of online media to give corresponding positive guidance; (3) In its control stage, enterprises should take corresponding legal measures to netizens who make improper remarks on the Internet, increase the risk cost of these netizens group, and cooperate with the government’s control work to guide the negative public opinion to turn in a beneficial direction. Finally, the rationality and effectiveness of the proposed model are verified using a practical case.