Research on the Enterprise Response to Network Public Opinions Crisis

The study analyzes the whole process of "Mouse Scandal" incident in a catering company called Haidilao which is famous for its excellent service and the situation of rapid overturn of public opinion to help enterprises find the most appropriate way to deal with public relation crises. Thereby understanding what kind of effective measures enterprises should take when faced with unexpected crisis events can promote the public opinion trend based on System Dynamics. It is a new perspective to use the method of system dynamics combined with textual emotion analysis and Vensim tool to understand the law of positive and negative public opinions of crisis events in enterprises. The method can analyze the interaction between the main roles in the system and the force of related factors, explore the evolution mechanism of the various interdependent subsystems, and find out the laws that affect the proliferation of public opinion. Through the simulation study on the incident of "Mouse Scandal" in Haidilao, it is proved that the most important factor influencing the public opinion trend is the enterprise response threshold, high-level enterprise responsibility attitude and the impact on core competitiveness among the many crisis-affecting factors. They should be enterprises' most concerned business in response to crisis events.