基于社会责任的航空公司舆情管理研究

发布时间：2018-02-01 14:02

本文关键词： 舆情管理社会责任航空公司　出处：《上海交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：当前,随着网络技术的突飞猛进,航空公司正承受着前所未有的舆情压力。多发的舆情使航空公司的声誉及品牌价值产生持续的波动,这些都将关联到客户选择并最终影响利润。舆情管理越来越引起航空公司的重视。航空公司现有的舆情管理偏重于控制已发生的舆情的影响,往往疲于应付,由于处置不当,导致负面影响严重的舆情事件屡屡发生。本研究基于此背景,运用社会责任理论中的利益相关者理论、契约理论,企业文化理论及危机管理相关理论,在分析航空公司舆情案例的基础上,以社会责任视角审视航空公司舆情管理中的问题,总结航空公司舆情的分类与性质,指出航空公司舆情产生的根本原因在于责任的缺失,航空公司应认识到舆情的作用并以正确的方式处置舆情。本文建议航空公司以社会责任建设为基础进行舆情管理,从战略高度搭建舆情管理体系。在面对舆情时,不仅应该主动作为积极应对,更重要的是站在利益相关者立场上考虑问题,舆情处置行为中要坚持道德伦理,在舆情过后应认真分析舆情产生的内因并整改落实,尽可能的利用舆情的正面影响,保证航空公司的可持续健康发展。
[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.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D669

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