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From“The dispute between 360 and QQ”,“The ten people jump from building in Foxconn in succession”,“Boycotting Carrefour”to“The carcinogenic from Mengniu milk”,these corporate crisis events have aroused intense discussion among internet users within a certain period, and have adverse effect on corporate image or business. Network false, rumors also further increase the likelihood of corporate crisis. Therefore, it is very necessary to study on the corporate crisis based on network public opinion.On the basis of network communication theory, theory of attitude change ,crisis management theory, public opinion theory, this paper uses the analyze way of case, from both qualitative and quantitative aspects, does the research on the spread rule of network public opinion about corporate crisis. The paper chooses three typical cases, and consolidates the date about report numbers from network mainstream media and the posting and reply numbers from the End of World Community, to analyze the spread rule of network public opinion. The author summary the spread rule of network public opinion which has three phases: event evoke, event outbreak, event recovery, and through content analysis ways there are three factors influence on the spread rule which are media (traditional media and network media), network audience, corporate. In the analysis of these cases, the author study mainly on the difference between network mainstream media (traditional media) and new network media. Finally, in the opinion of corporate, from the three aspects of media, network, corporate, we explore the ways to guide network public opinion and defuse the crisis.
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