Research on enterprise network public opinion guiding decision-making considering crisis differentiation

The new media environment driven by digital intelligence technologies provides new opportunities for enterprise development, but also brings new challenges for enterprise crisis management and network public opinion information (referred as public opinion) guidance. Focusing on the contradictions between the complex diversity of crisis types and the limited governance resources, it is of great significance for enterprises to determine the best public opinion guidance strategy.

Considering the dynamic complexity of public opinion derived from enterprise crisis, this paper innovatively proposed a decision-making model of enterprise public opinion under crisis differentiation based on differential game. Then, the balance strategy of each stakeholder and the guiding effect of public opinion were discussed under four decision scenarios. Finally, the optimal resources allocation ratio of different types of crises is determined under the constraints of governance resources, and the key parameters of public opinion guidance process are identified.

The results show that, under four decision scenarios, the dual-guidance strategy achieves the best public opinion guidance effect and Pareto-optimal outcome for the game system. The overall benefit is maximized when the optimal investment ratio for the four types of crises (Values-type, Product-type, Marketing-type, and Internal management-type) is 60:28:8.4:3.6. The subsidy coefficients of enterprise to netizens and media both significantly the guidance effect of public opinion, but compared with the former, it is more sensitive to the changes of the letter.

Based on the research results, this paper provides targeted suggestions for enterprises crisis response and their sustainable development under the new media environment.