企业社会责任负面事件网络舆情演化与政企合作研究  

A research on the evolution of net-mediated public sentiment in corporate social responsibility negative events and government-enterprise cooperation

作　　者：齐丽云[1] 李晓鸿 曹硕[1,2] QI Liyun;LI Xiaohong;CAO Shuo(School of Economics and Management,Dalian University of Technology,Dalian 116024,China;Foreign Languages Institute,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]大连理工大学经济管理学院,大连116024 [2]大连理工大学外国语学院,大连116024

出　　处：《系统工程理论与实践》2020年第7期1792-1805,共14页Systems Engineering-Theory & Practice

基　　金：国家社会科学基金(17BGL261);教育部人文社会科学研究项目(16YJC630095);辽宁省社科联经济社会发展研究课题(2019lslktyb-041);中央高校基本科研业务费专项资金(DUT19RW123)。

摘　　要：企业社会责任负面事件网络舆情演化具有主体行为复杂性,是动态的复杂网络系统,把握舆情演化过程中主体的行为特征和互动关系有助于舆情管理.本文以企业、政府、民众、媒体和意见领袖五个主体为节点,以不同主体之间交互关系为路径,构建了企业社会责任负面事件网络舆情演化的多主体模型.选取"百度魏则西"为基础事件,采用系统动力学理论和方法,探究了企业社会责任负面事件网络舆情的演化过程和系统结构中的动力学行为.研究结果表明:企业社会责任负面事件网络舆情演化总体呈现了诱发、扩散和消退三个阶段的周期性过程.企业与利益相关者之间的交互作用是推动舆情演化的主要动因,其中企业和政府作为两个重要的行为主体,在联动的时点选择上,按照政府调控行为在先、企业应对行为在后的方式,能有效发挥政府的调控作用和企业的主观能动性,缓解舆论危机.With a complexity of agent behavior,the evolution of net-mediated public sentiment in corporate social responsibility negative events is a dynamic complex network system.Grasping the behavioral characteristics and interactions of agents in the evolution process of net-mediated public sentiment can help the management of public opinion.This paper constructs a multi-agent model of the evolution of net-mediated public sentiment in corporate social responsibility negative events by taking the five main agents of enterprises,government,public,media and opinion leaders as the nodes,and taking the interactions between different agents as the path.The Baidu-Wei Zexi Event was selected as the basic event,and the system dynamics theory and method were used to explore the evolution process of net-mediated public sentiment in corporate social responsibility negative events and the dynamic behavior in the system structure.The research results show that the evolution of net-mediated public sentiment in corporate social responsibility negative events has a cyclical evolution process of three stages:Induced,diffused and regressed.The interaction between enterprises and stakeholders is the main driving force for the evolution of public opinion.Among them,as the two main behavioral agents,the government and enterprises can effectively exert the regulatory role and the subjective initiative respectively to alleviate the crisis of public opinion through following the linkage order that government regulating first and enterprises acting later.

关 键 词：企业社会责任(CSR) 网络舆情 演化规律 政企合作 系统动力学 多主体模型 

分 类 号：F270[经济管理—企业管理]