摘要
随着媒介技术快速发展，信息传播的主要途径已由原来的电视、广播、纸
媒等传统媒体转变至微博、微信、客户端等为代表的新媒体，互联网演进成为
最重要的信息传播平台，网络舆论已成时下必须高度重视的舆情新风险。在我
国互联网业发展迅猛的今天，加强网络舆情管理有着十分重要的现实意义。供
电企业作为关系国计民生的重点国有特大型企业，其与社会发展、推进经济、
民众生活等方面密切相关，在改革发展、战略布局、企业管理以及重大项目实
施等方面更是成为公众关注的焦点。目前，部分供电企业对舆情监测管理方面
已提高了重视程度，特别是在履行社会责任等方面主动创新，彰显“责任央企”
品牌形象。但是，由于所面临的互联网舆论环境比较复杂，供电企业在舆情应
对和管理中存在许多盲区，对舆情处置经验不足，且缺乏科学系统的方法措施，
导致在舆情应对中总是很被动，严重影响企业发展和改革创新

本文结合新媒体环境的特点，从供电企业特殊的行业属性出发，分析总结
供电企业舆情管理工作特点及策略。研究供电企业舆情危机定义，分析新媒体
环境下供电企业的舆情传播新规律，并对企业网络舆情管理工作提出了新要求

文章通过对企业全面风险管理以及企业舆情管理理论、方法的应用，结合供电
企业舆情管理现状，对互联网新媒体时代做深入剖析，以重大突发事件或信息
的传播规律为基础，以协同高效的执行模式为原则，基于舆情监测指标体系的
构建，提出供电企业舆情分级分类管理思想和策略，研究建立舆情风险的监测、
研判和危机预警机制及制度流程。同时，文章中通过大量的数据、案例分析及
对舆情管理相关理论的应用，重点构建以适应供电企业的舆情应急处置及支撑
保障体系，提出建立健全供电企业舆情引导机制，并就企业开展自媒体平台建
设给予建议方案。近年来，供电企业在舆情管理工作中积累了许多实质经验，
本文通过对政策措施和资源保障的必要性分析，以舆情传播周期规律为基础，
对供电企业在新媒体环境下的舆情应对处置方式，提出了具有针对性和可操作
性的策略及改进措施。此外，文章还结合供电企业未来将面临的网络舆论环境
和舆情管理新要求进行分析预判，对全面加强供电企业的舆情管理能力予以指
导，提出了其着力点

关键词：舆情管理，供电企业，舆情监测，新媒体华北电力大学硕士学位论文
II
Abstract
With the rapid development of media technology, the main way of information
dissemination has changed from traditional media such as TV, radio and paper
media to new media represented by microblog, WeChat and some other client Apps.
The evolution of the Internet has become the most important information
communication platform and public opinion online currently has become a new
public opinion risk that requires full attention. China&39;s network is advancing in full
speed thus the online public opinion management is of great practical significance.
As key state-owned enterprises, power supply enterprises are critical to national
welfare and people&39;s livelihood as well as social and economic development. Power
supply enterprises are also closely related to the Reform and Development, strategic
layout, business management and implementation of major projects, which arouses
public attention. At present, some power supply enterprises have paid more
attention on public opinion monitoring and management and have especially made
innovations in social responsibility and other aspects, highlighting the image of
responsible state-owned enterprises. However, due to the complexity of the online
public opinion issue, power supply enterprises have many black spots in public
opinion management and thus lack experience in public opinion and scientific &
systematical measures. All these result in very passive response on dealing with
public opinion which seriously deters the development as well as reform and
innovation of power supply enterprises.
This Paper considers the characteristics of the new media environment and starts
from the special industrial attributes of power supply enterprises to analyze and
summarize the characteristics and strategies for power supply enterprises to manage
public opinions, study the definition of the public opinion crisis for power supply
enterprises, analyze the new rule for power supply enterprises to spread public
opinions under the new media environment and put forward new requirements for
enterprises to manage public opinions. Moreover, the theories and methods for
comprehensive management of the enterprise risks and public opinions are applied
with the power supply enterprises’ management status of public opinions taken into
consideration based on in-depth analysis of the propagation laws for serious and华北电力大学硕士学位论文
III
emergent incidents in the Internet new media age to put forward the thinking and
strategy for power supply enterprises to realize hierarchical classification and
management of the public opinions and research on establishing the mechanism and
system flow for monitoring, judgment and crisis early warning of the public opinion
risks from the perspective of collaborative efficiency based on the construction of the
public opinion monitoring index system. Meanwhile, this Paper has taken advantage
of the analysis of massive cases and the application of the theories for public opinion
management focusing on constructing a practical system for power supply
enterprises’ emergency disposal of public opinions as well as a support and
safeguarding system, proposed to establish and improve the mechanism for power
supply enterprises to guide public opinions and simultaneously advised such
enterprises to develop and construct their self-media platform. By summing up power
supply enterprises’ experience in management of public opinions in recent years and
analyzing the necessary policy measures and resource guarantee, we have put forward
the methods suitable for power supply enterprises to handle and guide public
opinions under the new media environment and proposed feasible measures and
suggestions for power supply enterprises to manage public opinions. Simultaneously,
in this Paper, the anticipation and analysis also has been completed targeting the
future public opinion environment and new management requirements for power
supply enterprises with the acting point provided, so as to guide them to
comprehensively strengthen their capabilities for managing public opinions.
Key words: public opinion management, power supply enterprises, public opinion
monitoring, new media华北电力大学硕士学位论文
IV
目录
摘要....
Abstract......Ⅱ
第 1 章 绪论...1
1.1 选题背景及研究意义...……..….1
1.1.1 选题背景..1
1.1.2 研究意义.......……....1
1.2 研究思路和方法.........3
1.2.1 研究思路...3
1.2.2 研究方法.
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