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1、ABSTRACTSince2010,theinfluenceofmicrobiogginginChinaisgraduallyrevealed.Chinahasaconsiderablenumberofpeopletoparticipateintheapplicationofmicroblogging,andmicroblogginghasagreatinfluenceonChinesepeole・Atthesametime,suchalargenumberofaudieneeallowscorporatesdisseminateinformationmoreeff
2、ectively.Microblogginghasbecomeanimportantmediawhichhasawiderangeofinfluenee.Microbloggingstrategyispartofresponsetocrises.Duetothechangesinthemediaenvironment,solutiontothecrisisofcorporatescannotsimplyrelyontraditionalstrategies,butshouldchangewiththetimes.Sotheyshouldusemicrobloggin
3、gwhichhasextensiveinfluencetomaketheirvoicesheard.Microbloggingstrategyshouldnotbeignoredindealingwithbrandcrisis,andwealsoshouldconsiderhowtousemicrobloggingtomakebettercrisisresponse.Thispaperanalyzesthecharacteristicsofmicroblogging,whichincludingfourpoints:thespeedofinformationdiss
4、emination,informationcontenttendstoentertainment,audienceparticipation,opinionleadersphenomenon.Onthisbasis,combinedwiththeexistingbrandcrisiscommunicationtheory,thisstudyhasdonesomeclassificationandanalysisonenterprisemicrobloggingstrategiesindealingwithbrandcrisisthroughfourperspecti
5、vesincludethetimedimension,thetypeofresponse,thefrequencyofupdates,microbloggingstyle.Basedontheanalysis,thispaperputsforwardfoursuggestionswhichisexpectedtohelpimprovethemicrobloggingstrategiesforcorporateinbrandcrisiscommunication.Thefoursuggestionsare:maintainingcommunicationwiththe
6、publicthroughmicroblogging,beingpositivewhensufferthecrisis,attentiontocorporateleader'smicroblogging,keepingMaintainingenterprisemicroblogging・Amongthem,beingpositivewhensufferthecrisisineludefivepionts:rapidresponseinordertograspthediscourseinitiative,positiveattitudeisessential,bein
7、gconvincingandinfectious,Seekthesupportofopinionleaders,Sendmessagessparingly.Theserecommendationsareexpectedtohelptheenterprisesmakebetteruseofmicrobloggingtoresolveandthroughthebrandcrisis.KeywordsMicrobloggingBrandcrisisStrategyImagerepairCrisisresponse目录摘要IAbstractII1绪论1.1选题背景(1)
