摘要
随着社交媒体的普及，消费者能够通过多种渠道对企业产品或服务发表评论，其中负面评论对企业的声誉管理构成了重要挑战。本研究旨在探讨企业如何有效管理社交媒体上的负面评论，并分析其对企业声誉的具体影响。研究采用定量与定性相结合的方法，通过收集和分析某行业100家企业的社交媒体数据，结合深度访谈结果，构建了负面评论管理的综合框架。研究表明，及时响应、真诚沟通以及针对性解决方案是企业应对负面评论的关键策略，这些措施能够显著降低负面评论对企业声誉的损害，并在一定程度上转化为正面的品牌认知。此外，研究发现基于数据分析的预测性管理方法可以提前识别潜在危机，从而帮助企业制定更有效的声誉管理计划。本研究的创新点在于首次将负面评论管理分为被动响应与主动预防两种模式，并验证了两者对企业声誉的不同作用机制。这一成果为企业提供了理论支持与实践指导，有助于提升其在数字化时代的声誉管理水平。
关键词：负面评论管理；企业声誉；社交媒体；被动响应；主动预防
Abstract
With the widespread adoption of social media, consumers are now able to post reviews about corporate products or services through multiple channels, among which negative reviews pose significant challenges to corporate reputation management. This study aims to explore how businesses can effectively manage negative reviews on social media and analyze their specific impacts on corporate reputation. By employing a mixed-methods approach, the study collects and analyzes social media data from 100 firms in a particular industry and integrates findings from in-depth interviews to develop a comprehensive fr amework for managing negative reviews. The results indicate that timely responses, sincere communication, and targeted solutions constitute key strategies for addressing negative reviews, which can substantially mitigate their detrimental effects on corporate reputation and, to some extent, transform them into positive brand perceptions. Furthermore, the study reveals that predictive management approaches based on data analytics can proactively identify potential crises, enabling firms to devise more effective reputation management plans. A novel contribution of this research lies in its distinction between two modes of negative review management: passive response and proactive prevention, as well as the validation of their differing mechanisms in influencing corporate reputation. These findings provide theoretical support and practical guidance for firms, enhancing their ability to manage reputation in the digital age.
Keywords：Negative Review Management; Corporate Reputation; Social Media; Passive Response; Active Prevention
目 录
摘要 I
Abstract II
一、绪论 1
(一) 社交媒体负面评论管理的研究背景 1
(二) 负面评论管理对企业声誉的意义 1
(三) 国内外研究现状综述 1
(四) 本文研究方法与结构安排 2
二、社交媒体负面评论的特征与传播机制 2
(一) 负面评论的主要类型与表现形式 2
(二) 负面评论在社交媒体中的传播规律 3
(三) 用户对负面评论的心理反应分析 3
三、负面评论管理策略及其实施效果 4
(一) 企业应对负面评论的常见策略 4
(二) 不同管理策略对企业声誉的影响 5
(三) 策略实施中的关键影响因素 5
四、负面评论管理的优化路径与实践建议 6
(一) 基于数据驱动的负面评论监测体系 6
(二) 提升负面评论管理有效性的具体措施 6
(三) 构建企业声誉修复的长效机制 7
结 论 8
参考文献 9
